Key Update

iD Fresh Food has expanded its breakfast range by launching iD Pancake Batter, an eggless, ready-to-cook batter made without preservatives or artificial flavours. The company designed this product for families who want quick, clean, and safe meal options, especially for children.

The new pancake batter follows iD Fresh Food’s clean-label philosophy. The company avoids chemicals, stabilisers, and artificial additives, and uses simple, real ingredients instead. With this approach, iD Fresh Food offers families a safer and healthier choice compared to dry pancake mixes, which often rely on preservatives to extend shelf life.

Rajat Diwakar, CEO (India), said that the launch strengthens the company’s commitment to freshness, transparency, and food safety. He noted that as consumers become more aware of what goes into their food, demand for trustworthy, minimally processed products continues to grow. The pancake batter brings the assurance of safe, clean, ready-to-cook food to Indian kitchens.

Availability and Safe Handling

The product will first be available on quick-commerce platforms in Bengaluru, Delhi NCR, Pune, and Maharashtra. After the initial rollout, it will expand to modern retail outlets across India. Being a fresh, preservative-free product, the batter needs proper cold-chain handling — something the company emphasises through its distribution network to maintain safety and quality.

Enakshi Dasgupta, Head of New Product Development, shared that the idea emerged from the brand’s “Transparency” campaign, where children asked for a pancake batter they could trust. She said the team focused on developing a product that is not only fun and convenient but also safe, clean, and free from unnecessary additives. The batter is crafted to replicate the texture and taste of homemade pancakes while upholding strict quality standards.

Making Breakfast Safer and Healthier

With this launch, iD Fresh Food aims to make breakfast preparation quicker and healthier, giving families a safe, ready-to-cook option without compromising purity. The product aligns with growing consumer interest in clean-label foods and supports safer daily eating habits.

Source: Foodtecch News