ID Fresh Food enters the US market

Azim Premji-backed ID Fresh Food announced its foray into the US market with filter coffee. Launched in India and UAE last year, the packaged fresh food brand has taken its ready-to-use South Indian filter coffee decoction to stores in US cities including San Francisco, Los Angeles, New York and Chicago. ID, known for its idly, dosa and vada batter, registered filter coffee decoction sales worth $0.86 million (Rs 6 crore) in India, UAE and US between September 2018 and March 2019. Musthafa PC, Co-founder of ID Fresh Food, said: “We were waiting for the US FDA clearance to expand into the huge US market. Given the encouraging coffee sales in India and the UAE, we decided to take the plunge with our latest offering.” He also informed that the filter coffee decoction is present in around 600 stores in the US. Their aim is to reach 5000 stores in the next six months, clocking in monthly revenues to the tune of $0.14 million (Rs 1 Crore). “In India, we are expecting to touch $42.8 million (Rs 300 crores) from our coffee sales by mid-2020.” The 14-year-old Bengaluru-based brand provides 55,000 kg of idly/dosa batter per day, alongside other products like parotas, vada batter, chapati and paneer to over 21,000 retail outlets. They are also currently working on affordable products for smaller towns and rural India market.