iD fresh food launches ‘Frozen Fruit Blend’ in the UAE market

 India’s largest and most loved fresh food brand, today announced the launch of its latest innovative offering – iD Frozen Fruit Blend. The new product line is now available in the UAE market. The Bengaluru-based company plans to introduce the product in key Indian markets in the next quarter. 

Made from fresh fruit extracts, without the use of any preservatives, iD Frozen Fruit Blend reinforces the brand’s legacy of making healthy food choices, that rank high on convenience and smart packaging, accessible and affordable for all. iD Frozen Fruit Blend is currently available in seven flavours, namely, Mango, Chikoo, Pineapple, Tender Coconut, Strawberry, Grapes, and Guava.

UAE is the largest market for iD Fresh, after India, and it accounts for nearly 30% of the company’s overall revenue. Through this new product, iD is expected to strengthen the brand’s positioning as it continues to expand strategically in the Middle East. It is also the first major brand to enter this segment, as the category has immense possibilities of growth in the future. 

Commenting on the new product category, PC Musthafa, CEO and Co-founder, iD Fresh Food, said, “At iD Fresh Food, we are constantly exploring new ways to address consumer needs using common sense. That’s our definition of innovation. Given how most of our diets lack fresh fruits, our innovators have brought to you the closest and healthiest alternative to a fresh fruit. iD Frozen Fruit Blend has been prepared meticulously with fresh fruits, without using any preservatives or harmful chemicals to increase its shelf life. Now you can have your favourite shakes and smoothies, with the goodness of nutrient-rich fresh fruits in the most convenient, yet healthy way.” 

Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, further noted, “Made with the purest of fruits, iD Frozen Fruit Blend is preservative-free, and healthy. In other words, you can now experiment with your favourite desserts or shakes, made at home, without any guilt! This product aims to solve the inconvenience of peeling/cutting fruits to make shakes/smoothies and solves the problem of round the year unavailability of some favourite fruits, without compromising on the nutritional aspects/health aspects of the food. At iD fresh, we strongly believe that healthy food should not become a casualty in the maddening rush of everyday life.”

Currently, iD Fresh caters to over 45 cites, across 30,000 retail stores in India, UAE, US and UK. The Bengaluru-based brand’s extensive natural and healthy product range includes Idly and Dosa Batter, 

Ragi Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Wheat Chapati, Natural Paneer, Natural Thick Curd, ‘Squeeze and Fry’ Vada Batter, Smart Sip Tender Coconut, Grated Coconut in a Coconut and three customised blends of Instant Filter Coffee Liquid.