MTR to expand ‘3 Minute’ range
Running late for work and want a quick breakfast? Just reach out for the ‘3 Minute Breakfast’ and be on your way. Buoyed by success this range of breakfast product has brought since its launch in April 2017, Bengaluru-based MTR that pioneered the same in ready to eat food market, is now planning big in expanding the range.
Incidentally, the six products on offer in this range has brought the company revenue upwards of Rs 25 crore in the last fiscal.
Disclosing this in an exclusive tete-a-tete with select media on the side lines of MTR CSR activity here on Thursday, Sanjay Sharma, CEO, MTR Foods Pvt Ltd said the company has put a lot in to the ‘R&D funnel’ to add to this range. “As a company, we are looking at ideas that assure revenue upwards of Rs10crore and have given up on spree that saw 44 innovations in 12-18 months prior to April 2017 fetching revenue upwards of Rs 1 crore,” he said.
The masala upma, masala oats, kesari halwa, khatta meeta poha, vegetable upma in cup and pouch variants has helped change the way breakfast is had in households, he said, adding MTR has been able to come up with many products that are in the five minute range.
“We are trying out newer rice based products with our R&D teams and chefs and striving hard to fine tune the same so that it fits well with our 3 Minute Breakfast trademark,” he added, Admitting that the company incidentally has cooled off on innovations for this fiscal, Sanjay said thrust is now to build on idea of ‘3 Minute Breakfast’ that has caught the imagination of consumers.
“With even our closest rivals not able to replicate this and have rather generously been appreciative of our efforts in this regard, the whole effort is to quicken the R&D cycle and add to the product range when we are ready,” he said.