Dr.Oetker India has launched a sub-brand called ‘Dr.Oetker Fun Foods Professional’. Globally, the food service range of the company has been present for close to 100 years, serving leading QSRs and HoReCa, in around 50 countries. Food Service is an important growth pillar for the company and it aims to build it as a significant pillar in India too. The sub-brand will help the company expand its reach of food service range across the country.
Oliver Mirza, Managing Director and CEO, Dr.Oetker India, said, “Dr.Oetker is an expert and retail market leader in Western Sauces and Spreads segment in the country and our aim is to further strengthen the food service division with rebranding. Food Service division, at present, contributes to 25 per cent of our overall revenue and the endeavour is to double the contribution in next couple of years. We expect that the rebranding of the range under ‘Dr.OetkerFunFoods Professional’ and working together with clients as solution providers will enable us to propagate our range of products and penetrate the market further. The launch will also be supported by various ATL and BTL activities.”
The overall look and feel and packaging design of the range have been revamped keeping in mind the requirements of food service consumers. The company has worked together with leading professional chefs from the industry to design the packaging, which caters to the requirements of the HoReCa and QSR industry. The comprehensive layout will include features like highlighting various applications of the products, unique features, appealing food shots, and contemporary design. It will also have prominent branding apart from the usual statutory information.
The existing range of Dr.Oetker’s food service division includes over 150 products that are currently used by leading QSRs, restaurants, cafés, and local eateries across the country. It caters to HoReCa and many leading QSR brands like KFC, Domino’s, Pizza Hut, Taco Bell, Costa Coffee, Subway, various 5-star hotels, and airlines. The move aims to reinforce the brand as an expert and solutions provider in western food ingredient category for hotels, restaurants, cafés, bakeries, fast food joints, and caterers. The launch will be supported by ATL and BTL activities like print advertisements, solution selling, recipe booklets, food tasting sessions, bakery and caterer' meets, and consumer education.