MTR Foods becomes future-ready with an all new brand identity
MTR Foods announced the launch of its new brand identity with a new contemporary logo and youthful packaging, personifying the transition to an innovative and relevant brand. The rebranding reflects the company’s commitment to its dynamic key consumers. The new logo and packaging will come into effect immediately, with the new packs hitting the market in May.
The rebranding has been the result of a growing realisation that consumer behavior has changed dramatically in the last few years and in order to stay relevant and be the preferred choice of key consumers, the brand had to also change. Looking at the dynamic environment and consumer behaviour, the brand introduced 44 innovations in their product line in the last three years and has planned on making MEGA Innovations a part of their ongoing strategies going forward.
As a part of their growth strategy, the company also announced the opening of their new e-commerce site that will give consumers a clear access to the entire range of the company’s 140+ products.
Emphasising on the need for rebranding, Sanjay Sharma, CEO, MTR Foods, says, “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian food, but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers.”
Growth Strategy for the next Four Years
- Revamped communication strategy with increased emphasis on digital
- MEGA innovations that are category-disruptive
- Increasing distribution by 3 times in the next four years
- Investment of Rs 200 crore for scaling up manufacturing infrastructure
- Exploring alternate channels of distribution
- Spending Rs 2 crore on sustainability and community building
He further explained the need for a new brand identity. “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives,” he added.
MTR Foods is a subsidiary of Norwegian conglomerate, Orkla. Atle Vidar, executive vice president and CEO, Orkla Foods adds, “Over the last three years, Orkla Foods has transformed into a leading Nordic branded consumer company that will play a more active role in partnering the growth of MTR Foods. We are proud to be the owners of a brand like MTR and will continue to contribute to the growth of the brand with a seamless transition of best practises and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together.”
With a 90-year-old history of serving authentic Indian food to Indians, MTR Foods is a household name today, synonymous with Indian food in an easy-to-use packaged format. With a diverse portfolio including breakfast, lunch and dinner, snacks and desserts that cover every meal occasion, MTR has a constant focus on innovation and the adoption of new technology. The company adheres to the most stringent quality standards, from sourcing ingredients to processing and packing.