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iD Fresh Food rolls out authentic filter coffee decoction

Hospitality Recreation


Funded by Premji Invest, Azim Premji's investment arm, and Helion Venture Partners, Bengaluru-based iD Fresh Food has launched its authentic filter coffee in a bid to revolutionise the coffee industry.

With its pioneering product, iD Fresh is looking to clock in a revenue of Rs. 50 crore from their traditional filter coffee decoction in the next financial year.

With the launch of the traditional filter coffee decoction, iD Fresh enters the non-alcoholic beverage market. iD Fresh's traditional filter coffee decoction offering is unique as it comes in the form of ready-to-use liquid (decoction) rather than the conventional powder form available in the market.

The decoction is made of single origin coffee and has the right blend of coffee and chicory (80% coffee, 20% chicory), zero sugar, and no preservatives. Ardent filter-coffee lovers can get their fix anytime, anywhere - be it in the comforts of their home, office or hotel room - without having to labour through the arduous process of making the traditional coffee decoction.

The product is available in 20ml and 150ml packs across retail outlets in 17 Indian cities, including Bengaluru, Mangaluru, Mysuru, Chennai, Mumbai, Pune, Hyderabad, Kochi, Coimbatore, Vijayawada and Visakhapatnam, among other cities. iD Fresh's Traditional Filter Coffee Decoction will soon be available on popular e-commerce sites, such as Amazon and BigBasket, among others, making it the company's first product to be available for delivery in all cities across India.

"We, at iD Fresh, are keen to help our customers overcome this barrier by offering the perfect decoction made of the finest coffee beans. You don't need any special equipment, skilled hands, or loads of time to make filter coffee now," said CEO and co-founder of iD Fresh Food, Musthafa PC.

"With iD Fresh's Filter Coffee Decoction we have simplified the process, such that it not only appeals to your sense of smell and taste buds, but also brings back happy nostalgia. When Indians travel abroad, we hope our coffee sachets become a companion - something to make them feel at home in a foreign land," added Musthafa PC.

Since 2005, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, including Idli and Dosa batter, Ragi Idli and Dosa batter, Rice Rava batter, Malabar Parota, Whole Wheat Parota, Whole Wheat Chapati, Natural Paneer, Natural Curd and most recently, the 'Squeeze and Fry' Vada Batter.

iD Fresh has evolved from making the batter in a 50-sqft kitchen in Bengaluru to modernizing food packaging and establishing its presence across India and the UAE. The company's USP is its 100% natural, home-made style of preparation, without the use of any chemicals, preservatives, emulsifiers, synthetic stabilizers, artificial colours, or flavours.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

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First Published: Thu, October 04 2018. 16:25 IST