Instant
pasta anyone?
ITC
Foods goes the continental way. Ravi Naware highlights the reason behind
the existence of Sunfeast Pasta Treat and its popularity with foodies
Consumers
today are opening up to the idea of experimenting with their set cuisine.
And with hectic and hi-wired lifestyles to match the above, there's
no hesitation when it comes to exploring new food avenues. Western (pizzas,
burgers, rolls) and Chinese fare are topping the favourite list of foodies.
These foods have a high appeal and are classified as low risk foods
by consumers. Keeping this trend in mind, ITC Foods has introduced Sunfeast
Pasta Treat, the country's foremost instant pasta product. Available
under our Ready-to-Eat foods category, the product is made from hi-protein
Durum wheat enriched with wheat fibre content and is accompanied by
a saucemaker that adds a delicious flavour to the traditionally bland
dish.
The groundwork
Our company researchers had been well on their toes
throughout the R&D process, which was initiated for the Sunfeast
Pasta Treat. They summed up that consumers today, particularly housewives,
are constantly looking out for tasty evening snacks options that are
less time-consuming when cooking. Currently, the snacks fitting in this
slot are bhel, ragda patties, sandwiches and noodles. The latter, in
fact clearly stands out in this group on account of its high taste appeal
and cooking convenience. We also discovered that another dish that has
been arousing consumer interest was 'pasta'. The surveys further established
that though consumers were aware of different shapes of pasta, they
believed it to be made of maida, which is not perceived to be very healthy.
Besides, we figured that unlike the traditional bland pasta, the ones
cooked in Indian households were spiced up with chillies, onion, oregano
and ginger-garlic flavours.
Innovative solutions
These findings paved way for an entirely innovative way of looking at
pasta as a
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