MTR Foods Pvt. Ltd. announced the launch of its new brand identity with a new contemporary logo and youthful packaging, personifying the transition to an innovative and relevant brand. The rebranding reflects the company’s commitment to its dynamic key consumers. The new logo and packaging will come into effect immediately, with the new packs hitting the market in May.

Growth Strategy for the next four years: Revamped communication strategy with increased emphasis on digital MEGA innovations that are category-disruptive Increasing distribution by 3 times in the next four years Investment of INR 200 Crore for scaling up manufacturing infrastructure Exploring alternate channels of distribution Spending INR 2 crore on sustainability and community building

The rebranding has been the result of a growing realization that consumer behavior has changed dramatically in the last few years and in order to stay relevant and be the preferred choice of key consumers, the brand had to also change. Looking at the dynamic environment and consumer behavior, the brand introduced 44 innovations in their product line in the last 3 years and has planned on making MEGA Innovations a part of their ongoing strategies going forward. As a part of their growth strategy the company also announced the opening up of their new ecommerce site that will give consumers a clear access to the entire range of the company’s 140+ products. 

Emphasizing on the need for rebranding, Sanjay Sharma - CEO, MTR Foods, said, “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian Food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers.” 

He further explained the need for a new brand identity, “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives.” 

Atle Vidar, Executive Vice President and CEO, Orkla Foods added, “Over the last three years, Orkla Foods has transformed into a leading Nordic branded consumer company that will play a more active role in partnering the growth of MTR Foods. We are very proud to be the owners of a brand like MTR and will continue to contribute to the growth of the brand with a seamless transition of best practises and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together.” 

About MTR Foods Pvt. Ltd 

With a 90-year-old history of serving authentic Indian Food to Indians, MTR Foods stands tall as an Indian heritage brand. A popular household name today, MTR Foods is synonymous with delicious Indian food in an easy-to-use packaged format. With a diverse portfolio including breakfast, lunch and dinner, snacks and desserts that cover every meal occasion, MTR unifies India tastefully - making the homemaker the ‘hero’. Blending authentic Indian flavours in modern formats, MTR Foods keeps abreast with the evolving tastes of India. Culinary secrets that have been protected and handed down over the generations are evolved into truly authentic recipes from their region of origin and packaged in innovative and convenient formats. 

The journey to being India's premier, processed food company has been marked by a constant focus on innovation and the adoption of new technology. However, every MTR product always embodies the tradition of unmatched taste and quality. The MTR of today is your friend in the kitchen and promises to help you serve the authentic taste of India to your family. MTR adheres to the most stringent quality standards, from sourcing ingredients to processing and packing. We are ISO 22000 and HACCP certified. 

Courtesy by www.businesswire.com