Tata Consumer Products (TCPL) dilates its foods portfolio with the addition of the healthy cereals brand ‘Soulfull’. TCPL has recently publicized the acquisition of homegrown cereals brand Soulfull. Bengaluru based foods company Kottayam Agro Foods owned the cereals brand Soulfull, which was launched in 2013. It offers a wide range of snacks, cereals, and healthy beverages. These include healthy products such as Ragi Bites, Ragi Flakes, Millet Muesli and Smoothix, etc. It has recently entered into the ready-to-cook (RTC) category also, with the dosa mixes. Focusing on the health-conscious and convenience seeking consumers, the brand is now supplying a bouquet of on-the-table and on-the-go millet-based products in the market. In multiple product categories, Soulfull aims to bring a ‘healthier’ competition by offering an extensive range of products. While Soulfull’s Ragi Bites competes with snack brands like Too Yumm, its flakes and muesli compete with top brands like Kelloggs, Saffola, and PepsiCo Quaker. The healthy beverage mix positioned as an alternative for unhealthy snacks competes with existing HFD like Horlicks. Though their product portfolio captures a wide TG, ranging from kids to adults, they lean more towards the urban consumer groups and have a limited customer base on the urban markets in South, West, and North India. Soulfull is an emerging brand that has the potential to be a ‘future-ready’ food brand. It offers products that best suits the food routines of hectic city lifestyles. Soulfull has positioned itself as a health-conscious brand among customers. It has strengthened its distribution by introducing the D2C e-commerce train last year apart from the offline mode. The brand also has a subscription model that enables customers to receive the products they choose every month without ordering. The Tata Group has been working under TCPL that unites its food and beverage units. The company produces an extensive range of products like tea, coffee, water, salt, pulses, spices, RTC offerings, etc. Tata identifies gaps in certain areas like breakfast segments in its portfolio and chooses the brand Soulfull to fill that gap. Soulfull with the right and health-focused products will undoubtedly power up Tata’s portfolio. Soulfull will complement Tata to expand into the complete food and beverage business. The latest acquisition of Soulfull will give Tata a sparkle in previously unexplored areas.
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