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MTR Foods launches new range in Breakfast portfolio

MTR Foods Pvt. Ltd., the pioneer of packaged foods in India, launched their latest addition to the extensive breakfast mixes range– Breakfast in a Cupwith theUpmaandPohavariants.The Breakfast in a Cup range has been conceptualized and launched to provide wholesome and convenient hot Indian breakfasts for rushed mornings.

The necessity of eating breakfast has been emphasized time and again for a person to be able to take on a busy day. The flavorful cups are an excellent choice for people who have a busy lifestyle or are on the move and do not have the time to make and eat breakfast. By just adding hot water, a delicious and filling on-the-go breakfast is ready in 3 minutes. The cups also come equipped with a spoon that you can use to dig into the delightful mealjust about anywhere even while on the bus to work or at a traffic stoplight in the car!

Commenting on the launch, Vikran Sabherwal, Vice President - Marketing, MTR Foodssaid,“We have done extensive research on the breakfast meal occasion and we realized that though breakfast is important, many people, especially the youth end up sacrificing the meal due to paucity of time. We have been working on launching the perfect product that ensures quick wholesome breakfast for busy mornings without compromising on the great Indian familiar taste that everyone loves. Ready in just 3 minutes by adding hot water, young busy consumers can now enjoy their favourite Indian breakfast in a convenient format.”

These tasty Breakfast in a Cup variants of Poha, KhattaMeethaPoha and Upma areavailable in 80 gm cups priced at Rs. 45 each. To support this launch, MTR would be looking at a high decibel media campaign with disruptive on ground activation sampling and a lot more.

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