On 3 March 2025, iD Fresh Food, a fresh food brand in India, has expanded its breakfast offerings by launching an instant homestyle Sambar, entering the USD 573.4 million ready-to-heat market. This move aims to cater to modern consumers seeking both convenience and authentic home-cooked flavors.

The ready-to-heat (RTH) segment in India is experiencing significant growth, driven by the increasing number of nuclear households and double-income families. This demographic shift has heightened the demand for convenient, high-quality meal solutions. Projections indicate that the ready-to-heat market.

iD Fresh's Ready-to-Heat Fresh Sambar is crafted using advanced thermisation technology, ensuring the product is free from preservatives and additives. The recipe made with 11 premium ingredients and whole vegetables, delivering rich, natural flavors reminiscent of traditional homemade Sambar. This aligns with iD Fresh's commitment to providing clean, fresh, and nutritious food options for consumers.

The introduction of the Ready-to-Heat Fresh Sambar complements iD Fresh's existing range of breakfast products, including Idly & Dosa Batter, Parotas, and Chutneys. This strategic expansion aims to offer a complete breakfast solution, enhancing the convenience for consumers seeking original flavors without extensive preparation.

Rajat Diwaker, CEO (India) of iD Fresh Food, emphasized the company's dedication to innovation in delivering fresh and wholesome food solutions. The company stated that the Ready-to-Heat Fresh Sambar is designed to complete the breakfast experience, making it easier for consumers to enjoy delicious, homemade-style meals without the time-consuming preparation.

The Ready-to-Heat Fresh Sambar is available on all major e-commerce platforms in cities including Bangalore, Chennai, Hyderabad, Mumbai, Pune, and Delhi. Additionally, a general trade launch is scheduled for mid-March in Bangalore, Mumbai, and Pune, broadening the product's accessibility to a wider consumer base.

iD Fresh Food's entry into the RTH market reflects a keen understanding of evolving consumer preferences towards convenience without compromising on taste and quality. By leveraging advanced food processing technologies and maintaining a focus on natural ingredients, the company positions itself to meet the demands of health-conscious consumers.

This product launch also signifies iD Fresh's strategic intent to diversify its product portfolio, strengthening its presence in the competitive breakfast foods segment. By offering a complete breakfast solution, the company aims to enhance brand loyalty and capture a larger share of the market.

In conculsion, iD Fresh Food's introduction of the Ready-to-Heat Fresh Sambar is a strategic move that aligns with current market trends and consumer demands. The company's focus on quality, innovation, and convenience strengthens its position to leverage the expanding RTH market in India.