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Backed by the insight that breakfast is the most rushed meal and also the most skipped meal, MTR Foods Private Ltd, has launched a breakfast range called MTR 3 Minute Breakfast.
The newly launched range, available in six variants, comprises popular Indian breakfast choices from across the country.
It can be cooked in just three minutes by adding hot water to it.
Poha, Khatta Meetha Poha, Vegetable Upma, Magic Masala Upma, Oats Homestyle Masala and Kesari Halwa are available at ₹20 for the single-use pack, ₹45 for the cup variant and ₹80-85 for the multiple-use box of 230 gm. The launch is supported by a 360-degree marketing communication plan, including a new TVC, digital promotions, OOH and in-store sampling.
With this range, MTR plans to take on quick, ready-to-eat western cereal breakfast options.
On the launch, Sanjay Sharma, CEO, MTR Foods, said: “The organised breakfast market in India is driven by a need for convenience with consumers sometimes compromising on what they would like to eat for quicker options.
“Most Indians at a breakfast buffet choose Indian food with similar behaviour being observed in college canteens and train stations.
“Yet, the same people, when they are at home and in a hurry on a weekday morning choose a bowl of cereal and milk just because it’s quicker and more convenient than Indian breakfast.
“The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast dishes in just three minutes.”
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