Mumbai, 23 November 2023: Godrej Yummiez, a leading brand of frozen ready-to-cook products from Godrej Tyson Foods Limited (GTFL), disrupts the frozen foods category by bringing the sachetisation format. In a category-first move, Yummiez has launched a protein-rich pack of two chicken sausages at a very affordable price of INR 30. The two sausages in this sachet format offer a combined value of up to 7 grams of protein. Thissachetisation of frozen foods like sausages, will democratize frozen foods by making them affordable and accessible for everyone. It is expected to increase the consumption of frozen foods amongst the masses not only in metropolitan areas but also in Tier II cities and towns.
The frozen foods category in India currently has a penetration rate of less than 5%, indicating ample room for expansion. Traditionally, both vegetarian and non-vegetarian frozen foods. To stimulate category growth and reach a wider audience in various cities and demographics, it is crucial to make these products more accessible by offering them at more affordable price points.
Chicken sausage is typically considered a protein-rich food. Furthermore, there is a growing demand for cold cuts such as sausages, driven by increased exposure through travel experiences and a preference for protein-rich, minimally cooked foods. This trend is extending beyond metro cities to Tier II and non-capital cities. Recognizing this need, Yummiez, as a leading player in the category, took the initiative to offer its best quality Yummiez chicken sausage in an innovative mini-pack priced at just INR 30. Whether it is the morning omelet, favorite wrap, pizza topping, or a green salad, sausage is a versatile product and a perfect accompaniment for every meal at any time of the day.
Commenting on the launch, Abhay Parnerkar, Chief Executive Officer (CEO), of Godrej Tyson Foods Limited, says, “As one of India’s trusted frozen food brands, Godrej Yummiez has pioneered sachetisation in frozen foods making them accessible for everyone. Pricing has been a significant hurdle for consumers when it comes to the adoption of frozen foods, and we have significantly lowered the range start buying price by 80% with INR 30 chicken sausage. This empowers individuals to purchase frozen foods based on their consumption preferences and moods without the hassle of storing or freezing in larger quantities.”
He further adds, “Our new chicken sausage aligns well with budget-conscious consumers, also making it a suitable choice for the evolving tier 2 markets. The product is relevant for everyone from households to outstation students, bachelors, and so on. our strategic partnerships with PVR Inox will help raise awareness about this new format and tap into a diverse audience.”
To promote this innovative format amongst consumers from various demographics, Godrej Yummiez has extended its partnership with PVR Inox, the largest chain of multiplexes in India. Godrej Yummiez along with PVR INOX, is running an awareness program in Kolkata, Bangalore, and Hyderabad, whereas 60-second messages of the new format will be showcased on 53 select screens.
The launch of Chicken Sausage packs at a mere INR 30 by Godrej Yummiezsignifies a notable stride in reshaping the landscape of fast and convenient food choices within India. The brand’s dedication is clear; ensuring that delectable, top-notch frozen food is accessible to all, delivering quality without compromising affordability.