iD Fresh new campaign showcases its new innovative packaging that eases Vada making process

Based on consumer feedback, iD Fresh Food announced the launch of iD Squeeze and Fry Vada Batter 2.0, its new product packaging.

The company has launched a campaign titled ‘Your Vada, Your Way Da!’ to promote the new packaging.

This campaign is an attempt to convey its new and innovative approach to preparing vada that is customisable and could be made according to one’s personal taste.

The new packaging will include a resealable section that allows consumers to add their preferred masalas/condiments to the vada batter. Besides, the upgraded spout not only ensures that finer particles can pass through it but also that the batter doesn’t stick around the area—this time the pack has been revamped with a transparent window to see if the masala is mixed.

The product is available in Bangalore and will soon be launched in other cities in the coming months.

Back in 2018, when the company launched its patented, squeeze-and-fry packaging design for vada batter – a Harvard Business School Case Study – the rationale was to identify customer problems and solve them, using common sense. Now with the 2.0 version, the idea is to enhance the customer experience and usability.

PC Musthafa, CEO and Co-founder of iD Fresh Food, said, “I am a firm believer in keeping things simple. It took us three years and countless failed attempts to get the packaging right for the vada batter the first time. In order to get the hole in the centre of the vada, we had to blend the complex art of traditional vada-making with the simple science of modern technology. In its upgraded version, we have incorporated all the valuable customer feedback we have received over the years in order to deliver a better product and happier customer experience, without compromising on health, taste, or convenience factors. At iD, we have always listened to our customers and we will continue to do so. I’m excited to find out the customer response to iD Squeeze & Fry Vada Batter 2.0.”

Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, noted, “The innovation is simple, yet effective. At iD, we believe that innovation is not about cutting-edge technology or billion-dollar investments; it’s about addressing customer needs in a responsive manner. Our customer-centric approach to innovation ensures that all our products are aligned with the emotional quotient and lifestyles of consumers. iD Vada Batter, made with good quality urad dal and rice flour, makes the homemade vadas tasty and healthy. Besides, you can now personalize the crispy, golden delights the way you love them! "iD, as a brand, firmly believes in assisting homemakers, and we strongly advocate that the final level of customisation should always be in the hands of the person preparing the meal. Our campaign 'Your Vada, Your Way Da!' perfectly aligns with this philosophy, allowing individuals to create vadas - with the Vada 2.0 - according to their personal taste."

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