Recent times have witnessed a surge in demand from the ready-to-cook category, most likely due to the pressure of having to balance work-from-home with house chores. Adani Wilmar, which sells a range of edible oils and food products under the brand Fortune, has launched ready-to-cook Soya Chunkies. This is the second product in the ready-to-cook category after Khichdi.
Fortune Soya Chunkies will initially be launched in West Bengal, followed by other markets. Soya Chunkies are aimed at children, young professionals and working women who seek both taste and health at an affordable price without having too much time in cooking.
In the making of Fortune Soya Chunkies’ TV commercial, Adani Wilmar also roped former Indian cricketer Sourav Ganguly as the brand ambassador.
Head Of Marketing of Adani Wilmar, Ajay Motwani stated that they have two products in the Ready-to-Cook segment. They had entered the Khichdi superfood segment last year and recently expanded it with Soya Chunkies. They had entered the Khichdi superfood segment last year and recently expanded it with Soya Chunkies. As far as they are concerned in the personal care segment, they launched soaps under the brand name Alife last year. Also, they have expanded their offerings in this segment by launching Alife hand wash and sanitizers recently.
Ajay adds: “Change in lifestyle is the main reason for the sudden increase in demand for ready-to-cook products. There are a large number of women who are working now, especially in metros and large cities. Mothers are looking for easy to cook, even healthy and tasty, choices for their children. The consumer is also able to add her own unique touch with RTC. Even, the issue is that there are very limited healthy ready-to – cook options available. Healthy options are not tasty, and vice versa.
Soya Chunkies gives a perfect combination of health, taste and convenience and is a go-to-good snack for working women with children and young professionals who seek both health and taste without having a lot of time in cooking at a reasonable price”.
The aim of the Fortune brand this year is to boost the branded customer base in categories such as Besan, Basmati Rice, Non-Basmati Rice, Atta, etc. They focus on gaining market share in these categories and further enhancing their position in branded commodities. They are committed to providing high-quality products at extremely competitive rates. They will continue to develop and expand their product portfolio and offerings to meet the needs and expectations of customers. The aim of the Fortune is to emerge as India’s preferred food brand.
