Managing product expiry is a significant challenge in the fresh food business due to the highly perishable nature of these products. Under the visionary leadership of Global CEO Mustafa PC, ID Fresh Food has taken an innovative and pioneering approach to address this issue through advanced packaging technology, setting a notable example in the FMCG industry.
ID Fresh Food, known for its commitment to delivering fresh and natural products, faced an early challenge with their parotas having a shelf-life of just 2 days under ambient conditions. While many companies turned to chemicals and preservatives to extend product shelf life, ID Fresh Food took a different path. They focused on developing packaging technology that would naturally extend shelf life without compromising quality and taste.
Over the span of five years, through dedicated R&D efforts, ID Fresh Food successfully extended the shelf life of their parotas to 4 days. Another five years of relentless innovation led to the launch of ambient parotas with a 7-day shelf life.
Reflecting on this journey, Mustafa PC stated, “When everyone else was busy with R&D, trying to find a way to extend the product shelf-life by adding chemicals and preservatives, we took the path less traveled. We worked on a packaging technology, and in 10 years of patience and perseverance, we managed to launch ambient parota with a 7-day shelf-life.”
Key Considerations for FMCG Brands:
- Prioritize Quality: Ensure products meet high standards of excellence. Quality should never be compromised, even when exploring new packaging technologies.
- Maintain Freshness: Implement robust logistics for timely delivery to retain the product’s freshness from the production line to the consumer’s table.
- Uphold Reputation: Build and maintain customer trust with consistent quality and freshness. A strong reputation is earned through reliable and high-quality products.
By prioritizing both quality and freshness, companies can enhance customer satisfaction and brand loyalty. ID Fresh Food’s packaging innovation serves as a case study for the FMCG industry, showcasing how dedication to quality and innovative thinking can address common challenges in fresh food businesses.
CMPL Industry Insight focuses on the FMCG contract manufacturing and private label sector, providing the latest trends, updates, and stories from the industry. We aim to highlight innovative practices and share insights that can drive the industry forward. Through our detailed articles and reports, we bring you stories of perseverance, innovation, and success from leaders and brands across the sector.
For more industry insights and innovative practices, stay tuned to CMPL Industry Insight.