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MTR Foods refurbishes brand identity

The new logo and packaging will become visible at once as new packs of the company’s processed foods hit the market in May

MTR Foods refurbishes brand identity

The new logo and packaging will become visible at once as new packs of the company’s  processed foods hit the market in May

BestMediaInfo Bureau | Delhi | May 4, 2016


MTR Foods Pvt. Ltd., a subsidiary of Norwegian conglomerate Orkla (, is refurbishing its brand identity.

The processed foods company has launched a new contemporary logo and a vibrant packaging, as part of a transition to a more innovative and relevant branding for its range of processed food for Indian palettes. The rebranding reflects the company’s commitment to its dynamic key consumers. The new logo and packaging will become visible at once as new packs hit 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 three times in the next four years
•           Investment of Rs 200 crore for scaling up manufacturing infrastructure
•           Exploring alternative channels of distribution
•           Spending Rs 2 crore on sustainability and community building

The rebranding is the outcome of a growing realization that consumer behaviour had changed dramatically in the last few years. So, to stay relevant and be the preferred choice of key consumers, the brand too had to change.

In view of the dynamic environment and consumer behaviour, the brand introduced 44 innovations in its product line over the last three years and plans mega innovations as part of its ongoing strategies. As part of its growth strategy the company has opened up a new ecommerce site that will give consumers access to the entire range of the company’s 140 and more 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 justified the need for a new brand identity. “However, as a brand we needed to change to reflect who our key consumers are today,” Sharma said, adding, “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 practices and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together.”

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