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Food processing and distribution major Del Monte India has revamped and expanded its emulsions product portfolio with “youthful” packaging and flavours. This is in line with FieldFresh Foods’ strategy to step up the brand’s overall B2C presence across retail stores, as it is one of the leading food service brands in the B2B segment, servicing restaurants and cafeteria. FieldFresh Foods Pvt Ltd is a joint venture between Bharti Enterprises and Del Monte Pacific Ltd.
The company recently expanded its range of mayonnaise and emulsions products with eight new variants, such as Mint Mayo, Tandoori Mayo, Cheesy Garlic Mayo, Cheesy Dip, Sandwich Spread, Tartare Dip.
Talking about the emulsions category, Yogesh Bellani, CEO, FieldFresh Foods, said: “Mayonnaise is the fastest growing product for Del Monte and we believe this category holds great potential.”
According to industry estimates, the category has been growing at a compounded annual rate of 22 per cent at the retail level over the past five years, and the growth is projected to triple by 2021, from the current ₹150 crore.
However, competition in the segment is hotting up, with both Indian and international players making significant investments.
Besides expanding the range, the company is doing large amount of sampling via stores and online grocery sellers and has also revamped packaging. “We’ve stuck to glass as a format for our entry packs, as we believe it’s the best format from a product and shelf-life perspective,” he said, adding that the company had recently launched larger packs and spout pouches.
While globally, Del Monte is known for being a B2C brand, in India, the company initially took the B2B route, being a food service provider for restaurants and cafeterias.
“We have now grown into one of the most distributed brands in the B2B segment. But we also believe we have reached an inflection point and the time is now right to further strengthen our B2C presence,” Bellani added.
While the brand has presence in over 250 towns, the company is keen to strengthen its presence on the retail shelves in the top 50 cities through the general and modern trade route. In India, Del Monte sells a range of branded food and beverage products, such as fruit drinks, ketchup, sauces, and packaged fruits, among others.
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