iD Fresh Food, a fresh food brand, has launched iD squeeze & fry vada batter 2.0 along with the campaign “Your Vada, Your Way Da!”
Responding to consumer feedback, they have introduced a resealable section in the product packaging, allowing consumers to add their preferred masalas/condiments to the batter. Initially available in Bangalore, the product will soon be launched in other cities.
In 2018, iD Fresh Food introduced a squeeze-and-fry packaging design for vada batter. With the 2.0 version, the company seeks to enhance customer experience and usability. The new iD Squeeze & Fry Vada Batter 2.0 will be introduced in additional markets across India, according to an official statement from the company.
Commenting on the launch, PC Musthafa, CEO and Co-founder of iD Fresh Food, said, “I am a firm believer in keeping things simple. It took us three years and countless failed attempts to get the packaging right for the vada batter the first time. In order to get the hole in the centre of the vada, we had to blend the complex art of traditional vada-making with the simple science of modern technology. In its upgraded version, we have incorporated all the valuable customer feedback we have received over the years in order to deliver a better product and happier customer experience, without compromising on health, taste, or convenience factors. At iD, we have always listened to our customers and we will continue to do so. I’m excited to find out the customer response to iD Squeeze & Fry Vada Batter 2.0.”
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, noted, “The innovation is simple, yet effective. At iD, we believe that innovation is not about cutting-edge technology or billion-dollar investments; it’s about addressing customer needs in a responsive manner. Our customer-centric approach to innovation ensures that all our products are aligned with the emotional quotient and lifestyles of consumers. iD Vada Batter, made with good quality urad dal and rice flour, makes the homemade vadas tasty and healthy. Besides, you can now personalize the crispy, golden delights the way you love them! “iD, as a brand, firmly believes in assisting homemakers, and we strongly advocate that the final level of customisation should always be in the hands of the person preparing the meal. Our campaign ‘Your Vada, Your Way Da!’ perfectly aligns with this philosophy, allowing individuals to create vadas – with the Vada 2.0 – according to their personal taste.”
