iD Fresh Food Launches Authentic Filter Coffee Decoction

iD Fresh Food

Bengaluru: Funded by Premji Invest, Azim Premji’s investment arm, and Helion Venture Partners, Bengaluru-based iD Fresh Food has launched its authentic filter coffee in a bid to revolutionise the coffee industry, much like the company did with its pioneering product in the nascent idli-dosa batter market. iD Fresh is looking to clock in a revenue of Rs. 50 crore from their traditional filter coffee decoction in the next financial year.

With the launch of the traditional filter coffee decoction, iD Fresh enters the non-alcoholic beverage market. iD Fresh’s traditional filter coffee decoction offering is unique as it comes in the form of ready-to-use liquid (decoction) rather than the conventional powder form available in the market. The decoction is made of single origin coffee and has the right blend of coffee and chicory (80 per cent coffee, 20 per cent chicory), zero sugar, and no preservatives. Ardent filter-coffee lovers can get their fix anytime, anywhere – be it in the comforts of their home, office or hotel room – without having to labour through the arduous process of making the traditional coffee decoction.

The product is available in 20 ml and 150 ml packs across retail outlets in 17 Indian cities, including Bengaluru, Mangaluru, Mysuru, Chennai, Mumbai, Pune, Hyderabad, Kochi, Coimbatore, Vijayawada and Visakhapatnam, among other cities. iD Fresh’s traditional filter coffee decoction will soon be available on popular e-commerce sites, such as Amazon and BigBasket, among others, making it the company’s first product to be available for delivery in all cities across India.

Speaking on the launch of their latest product, Musthafa P C, CEO and Co-founder of iD Fresh Food, said, “With our unique filter coffee decoction, we are ready yet again to disrupt the market and meet the hitherto unmet consumer demand for authentic filter coffee. Filter coffee consumers are coffee connoisseurs. They take pride in appreciating the nuances of good coffee. However, making that authentic, aromatic cup of South Indian filter coffee can be a time-consuming and painstaking process, which perhaps explains why not many people today attempt it at home. We, at iD Fresh, are keen to help our customers overcome this barrier by offering the perfect decoction made of the finest coffee beans.”

Since 2005, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, including Idli and Dosa batter, Ragi Idli and Dosa batter, Rice Rava batter, Malabar Parota, Whole Wheat Parotta, Whole Wheat Chappati, natural Paneer, natural curd and most recently, the ‘Squeeze and Fry’ Vada batter.