Move over
chips
Times Food Processing Journal
features Merino's instant potato
flakes - Vegit Aloo Mash
The mood in India's potato processing
industry is upbeat, thanks to the
Rs 250-crore Merino Group. On the
basis of nearly four decades of its association
with the agri industry, the company has
recently brought a new dimension to the
country's agri-produce. It has launched ‘Vegit
Aloo Mash’ - cooked, mashed and dried
potato flakes (sized to required form and
density), to become the first company in India
to enter the retail market for potato flakes
under cool and dry condition.
The Vegit advantage
For quite some time now, chips were
considered as the main potato-processed
product in the country. However, the launch
of Vegit Aloo Mash, has opened up new
avenues for home culinary items. From aloo
parathas to tikkis to halwa to cutlet, with this
new potato surprise, one can dish up several
Indian and continental cuisines in no time.
Vegit Aloo Mash is a packaged
convenience food that can be used to make
mashed potatoes by adding hot water or milk
to it - a time and effort-saving process that
can be done in seconds. Further, by reducing
cost and wastage, Vegit Aloo Mash makes
cooking easier and extremely convenient.
The product is available in pack sizes of 120 g
and 400 g and enjoys a shelf-life of one year.
What's more, the product scores on the
nutrition front as well. Vegit Aloo Mash has
low fat and sugar content - a feature that
makes it ideal as a wholesome food.
Interestingly, Vegit Aloo Mash - though a new
entrant in the retail sector - has been around
in the industrial arena for almost a year now.
In fact, it has conveniently substituted similar
products imported by the industrial segment.
Thus, availability of high-quality potato flakes
from a domestic Merino has not only
benefited the industry, but has also saved
valuable foreign exchange.
Other Merino initiatives
The Merino Group has nearly four decades of
association with the agri industry, starting with
establishment of cold storages for storing
potatoes produced in and around Hapur. It has
close links with biotechnology and agro
operations. The group's expertise in process
engineering and an all-India network has acted
as a catalyst to this forward integration into
the food processing sector. Possessing immense
knowledge of the competitiveness and
