The ‘3-minute breakfast’ segment will be one of the focus areas for MTR Foods in the coming years, according to Sanjay Sharma, Chief Executive Officer.

At a media briefing in Mangaluru on Thursday, Sharma said the company did some significant innovations in 2017, and the ‘3-minute breakfast’ range was one.

‘Substantial volumes’

Launched in April 2017, the platform helped generate more than ₹25 crore in the first year of its launch. The company had launched six products — two kinds each of ‘poha’ and ‘upma’, and one each of oats and ‘kesri halwa’ — in cup and pouch variants.

“You have products in the 8-minute segment, but not in the 3-minute segment. That is a great plus for our technology,” he said. On volumes, he said: “We have done over ₹25 crore in year one.” Sunay Bhasin, Chief Marketing Officer, said the platform is consumer-friendly as the breakfast is readied in three minutes by just adding hot water to the product-mix.

Host of products

Sharma said lot of technology work going on at MTR on the platform. The company has been able to come up with many products that are in the five-minute range.

It is trying out newer rice-based products with the R&D teams and chefs, and working hard to finetune them so that the products fit its ‘3-minute breakfast’ platform, he said.

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