Bakery Biz, July-August 2021

Bengaluru-based iD Fresh Food has announced the launch of its much awaited, iD Bread. Claiming to be India’s first affordable clean label bread, iD continues to strengthen its presence in the growing healthy food market in India. Starting with Bengaluru, the brand-new products in the category are – iD Sandwich White Bread and iD Wheat Sliced Bread that promises to be free of acidity regulators, flour treatment agents, antioxidants, emulsifiers or class II preservatives.

As a customer-centric brand that has been super responsive to the evolving needs of customers, without compromising on the health, taste or convenience factors. iD breads, which are priced at Rs. 50 and Rs 55 (for 400 gm) come with a shelf life of five to six days. iD bread’s USP is not just that its free of chemicals and fertilizers but will also come in a size that is larger than what is already available in the market.

Speaking about iD’s decision to venture into this new product category, P C Musthafa, CEO and Co-founder of iD Fresh Food, said, “at iD, our focus has always been on delivering healthy and fresh foods to our consumers. We listen keenly to our customers so that we can cater to their evolving needs. iD Bread has been a result of the same process. We have used traditional techniques, starting from specially ground flour, allnatural fermentation, traditionally baked, no chemicals or additives. These are the biggest differentiators when compared to any other similar products in the market. Rest assured when we say there are absolutely no synthetic chemicals in the mix. iD Bread is made the way bread should be made – traditionally and with a whole lot of love”.