MTR Foods has launched a first-of-its-kind breakfast range called MTR 3 Minute Breakfast. The newly launched range consists of popular Indian breakfasts from across the country like Poha, Upma, Oats, and Halwa and cooks in 3 minutes by just adding hot water.
Backed by the insight that breakfast is the most rushed meal and also the most skipped meal, this range of six products is available in three packaging formats for various consumption occasions, at home or on-the-go. With this range, MTR has made Indian breakfast in a convenient and quick pour-and-eat formulation, similar to breakfast cereal.
On the launch, Sanjay Sharma, CEO, MTR Foods, said, “The organized breakfast market in India is driven by a need for convenience with consumers sometimes compromising on what they would like to eat for quicker options. Most Indians at a breakfast buffet choose Indian food with similar behavior being observed in college canteens and train stations. Yet, the same people, when they are at home and in a hurry on a weekday morning choose a bowl of cereal and milk just because it’s quicker and more convenient than Indian breakfast. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast dishes in just 3 minutes.”
Sunay Bhasin, CMO, MTR Foods, added, “Breakfast has been one of the most successful categories in MTR. We have always enjoyed significant leadership position across the country, currently with a market share of 36 per cent in our core markets. The MTR 3 Minute Breakfast range with its new and attractive packaging, three packaging formats to suit different consumption occasions, and the MTR promise of delighting the consumer with great taste and convenience will revolutionize the breakfast category in India. With this new range, we are confident that consumers will not only choose an Indian breakfast but also not skip the most important meal of the day, every day.”
The 3-min breakfast launch is accompanied by a 360-degree marketing communication plan including a new TVC, digital promotions, OOH, and in-store sampling.