Convenience and how it propelled Freshey’s higher returns

B P Ravindran

With an upsurge in urbanization and the ever evolving family dynamics, nature of work and changes in lifestyle, time has become the utmost luxury. One of those rare things that money just can’t buy. Or can it? Well, it may not outright buy, but there are ways to get more time for yourself. Ready-to-cook (RTC) foods, a much more nutritional alternative to fast foods, is the new go-to product for those who are looking to get things done faster, but in the right way. RTC products have made life, especially for homemakers, a whole lot easier.

Our consumer research among homemakers undertaken in 2021 has shown that she is seeking products that offer convenience. By convenience, she refers to any product that saves her time and energy, saves the hassle to know the recipe and also saves her from spending time post-cooking chores in the kitchen. For today’s homemaker, the research highlighted, while it is important to get a product that offers her convenience, it is also important that the food is given in a format that allows her to ‘finish’ the cooking by adding touches to the food that she thinks is appropriate for her family. This is exactly what Freshey’s products do – take the labour out of the cooking & the kitchen, giving her products that are ‘as fresh as made at home’ offering convenience that she is seeking.

WayCool took its first move towards establishing its presence in the RTC / Convenience space back in 2019 with the brand Freshey’s. Not just homemakers, but many HoReCa entities, in order to streamline their own operations, are also increasingly experimenting with value-added, ready-to-cook items such as pre-mixes and batters. The Freshey’s acquisition has helped WayCool get a foot in the door of RTC products, offering a plethora of healthy, ‘as close to home taste’ products that offer great convenience to today’s homemakers.

Ready-to-cook (RTC) products such as the idli-dosa batter have been a huge hit in the market. The Freshey’s team at WayCool identified the changing dynamics in how consumers perceive cooking and this made the idli-dosa batter the perfect choice for the brand. Freshey's began its RTC market journey with the introduction of batters and has since then grown its product line to include a good assortment of convenience and breakfast solutions like batters, breads, and value-added dairy products like Cow Ghee and Creamy Curd and Soft Paneer. With a growing range of RTC, Dairy and Value-added Dairy products, Freshey's, from the house of WayCool Foods, has been single-mindedly focusing on making cooking convenient for the home maker for the last seven years in Chennai.

In addition, the recent Covid-19 pandemic had increased the need for quick-to-prepare protein sources across the nation, particularly in the South Indian states, where cottage cheese had not previously been regarded as a basic diet. The brand has created rich, soft, nourishing milk products with uncompromised quality like Paneer and nutritious products like Nuturo Health Mix, backed by solid R&D, Quality and innovation processes.

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