Modi Naturals, one of the leading FMCG companies known for its popular edible oil brand Oleev has announced its foray into the ready-to-eat and ready-to-cook segment with the launch of its first Peanut Butter range under the sub-brand Oleev Kitchen. The launch also affirms the legacy brand’s belief of ‘good health is at the center of happy living’ by offering healthier products with no compromise on taste to appease the Indian taste palate.
The pandemic-induced lockdown saw Indian households experiment and reinvent their culinary habits and lifestyle. Taking this opportune time, Modi Naturals conducted a study with Kantar Worldpanel that shared insights on the growing positive mindset about healthy eating, conscious cooking but with lesser time consumption. This gave birth to the idea of expansion in the RTE and RTC category and paved the way for the company to enter the segment.
The new RTE Peanut Butter line will boast two variants – Crunchy loaded with chunky, crunchy bits and Creamy, a silky spread with a smooth texture that will simply melt in the mouth. The Peanut Butter range is touted to be the perfect protein meal accompaniment, made with high-quality roasted peanuts and will be gluten-free and vegan. In addition, it will also serve as a great source of calcium, potassium and good fats. What’s more, there are no artificial flavours and preservatives added in the product.
The foray into the new RTE and RTC segment will see Modi Naturals expand in the food category with a robust plan to invest upto Rs 100 crover the next few years. The company further plans to launch new products and categories that will be leveraging their FMCG distribution in both, General Trade along with Modern Trade stores and ecommerce. For launching their food range, Modi Naturals has roped in Chef Kandla Nijhowne, Masterchef finalist.
On the occasion of the launch, Akshay Modi, Managing Director, Modi Naturals Ltd. says “The Covid-19 pandemic has resulted in a drastic change in consumption patterns and perceptions of people. With the growth in at-home consumption and emphasis on consuming healthier products, there has been a massive surge in demand for ready-to-eat products that are healthier for you. We aim to create a product with a focus on taste, nutrition, and convenience.”
He further said, “For the first year, we are looking to generate about 3% of our business from Oleev Kitchen. Going forward, the target is 5-10%. Our decision to launch a sub-brand was to meet the current consumer needs and provide the necessary nutrition along with a delicious taste. The brand launch will also help us enter the ever-growing market and create our own presence.”
Currently, the two products are available in select stores in Delhi and Punjab and priced very competitively at Rs 100 for 200g, Rs. 195 for 410g and Rs. 300 for 925g.