The launch marks a strategic expansion of Emami Agrotech’s food portfolio beyond edible oils and pantry staples under its Emami Healthy & Tasty umbrella. With WeMe, the company is creating a dedicated snacking platform focused on innovation, premium offerings, and digital-first consumer engagement as it strengthens its presence in the broader FMCG landscape.

India’s snacking market is undergoing a significant transformation, driven by shifting consumer preferences and changing lifestyles. While taste and affordability remain essential, today’s consumers—particularly Gen Z and Millennials—are increasingly seeking snacks that combine convenience, indulgence, quality, and authenticity. These younger cohorts are embracing all-day snacking across work, travel, entertainment, and social occasions, while the rapid growth of quick commerce is accelerating product discovery and making a wider range of snack brands accessible to consumers across the country.

Built around the philosophy “Togetherness Always Tastes Better,” WeMe enters the market with a portfolio across three categories—Choco Hazelnut Spread, featuring India’s first portable chiplet-format offering; Jhuri Aloo Bhaja, bringing the popular Eastern Indian snack into the organised packaged foods segment; and Potato Chips, available in flavours tailored to evolving consumer tastes.

Speaking on the launch, Aditya Vardhan Agarwal, Director, Emami Group, said, “At Emami Agrotech, we have always believed food is about more than satisfying hunger—it’s about earning consumer trust through quality, relevance and innovation. Having built a strong foods portfolio under Healthy & Tasty, WeMe marks our strategic entry into one of India’s fastest-growing food categories. Backed by a planned investment of nearly Rs. 750 crore, we aim to build WeMe into a Rs. 1,000 crore brand over the next five to seven years while creating more than 1,000 direct and nearly 3,000 indirect jobs. This marks an important milestone in our vision of transforming Emami Agrotech into a comprehensive food company.”

Manish Goenka, Director, Emami Group, added, “As consumers increasingly seek products that combine taste, convenience and innovation, WeMe reflects our confidence in the long-term growth potential of India’s snacking market. Supported by our trusted food credentials and deep understanding of Indian consumers, we see WeMe as a long-term growth platform for our foods business, with a strong pipeline of products planned across multiple snacking categories.”

Positioned as a digital-first brand, WeMe will leverage creator-led content, social media and quick commerce to connect with younger consumers. The brand will debut across leading quick-commerce platforms in Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad, ensuring immediate availability in key urban markets. Alongside its quick-commerce launch, WeMe will begin expanding through general trade, starting with Kolkata before gradually entering other cities.

Highlighting the brand’s consumer-centric approach, Vidula Agarwal, Director, Emami Group, said, “The new generation doesn’t simply buy products—they discover them through conversations, creators and communities. That’s why WeMe has been built as a digital-first brand where content, commerce and consumer engagement come together seamlessly. This distribution strategy will enable us to make WeMe instantly accessible across key cities while allowing us to continuously learn from consumers, innovate faster and respond to emerging trends. We want WeMe to become much more than a snacking brand—we want it to become part of the everyday moments that bring people together.”

The post Emami Agrotech launches WeMe, the digital-first packaged snacking brand backed by Rs. 750 Crore Investment appeared first on Business of Food.

Under its flagship brand Go Cheese, PMFL has built one of India’s leading cheese portfolios, commanding an estimated 35% market share. The company is also a key supplier to institutional customers, including hotels, restaurants and catering (HoReCa) businesses, while maintaining a strong presence across general trade, modern trade, e-commerce and quick commerce channels. The expansion comes at a time when India’s cheese market is witnessing robust growth.

The Go Cheese portfolio includes mozzarella, processed cheese, cheddar, cheese slices, spreads, cheese cubes, cheese sauces, cream cheese, pizza cheese and a range of speciality chees solutions serving both retail and food service customers. Catering to the premium segment, its flagship Pride of Cows brand follows a unique farm-to-home, single-origin model, delivering high-quality fresh dairy products to discerning consumers.

Commenting on the development, Rahul Kumar Srivastava, Chief Operating Officer, Parag Milk Foods Ltd, said, “Cheese is one of the key growth drivers for Parag Milk Foods and a strategic pillar of our value-added products portfolio. This Board approval marks another important step in our phased roadmap towards 120 MT per day and reflects our confidence in the long-term potential of the category. The additional capacity enhances manufacturing efficiency, strengthen our ability to meet growing customer demand and support future product innovation.”

PMFL’s diversified portfolio spans everyday dairy staples such as ghee, dahi, paneer and liquid milk under the Gowardhan brand, alongside value-added offerings including cheese, UHT milk, buttermilk, lassi and flavoured milk under the Go brand. Beyond its core dairy portfolio, PMFL has established a strong presence in the fast-growing sports nutrition segment through Avvatar, India’s first 100% vegetarian whey protein brand.

The company is focused on strengthening its position as a global nutrition provider while building one of India’s leading health- and nutrition-focused dairy FMCG businesses through continuous innovation and high-quality products.

The post Parag Milk Foods to double cheese production capacity with an investment of Rs 105 crore appeared first on Business of Food.

As part of his expanded mandate, Akhil will lead VAHDAM®’s UK and Europe operations, driving the region’s strategic direction while overseeing growth, profitability, and full P&L responsibility. He will oversee all channels across the region, including direct-to-consumer platforms, online marketplaces, offline retail, and distribution, while building the organisation and partnerships required to establish VAHDAM® as a leading wellness brand across these markets.

Since joining VAHDAM® in 2018 as Senior Business Analyst to the CEO, Akhil has played a pivotal role in the company’s growth over the past eight years. An alumnus of the Indian Institute of Technology (IIT) Jodhpur, he has held multiple leadership roles at VAHDAM® and played an instrumental role in building and scaling the company’s global online business.

In his new role, Akhil will define the strategic direction of the UK and Europe business, including revenue and profitability growth, brand building, category expansion, consumer acquisition, marketplace leadership, D2C growth, retail and distribution expansion, pricing strategy, supply-chain alignment, working-capital efficiency, and the development of high-performing regional teams.

He will continue to report to Bala Sarda, Founder and CEO of VAHDAM® India, and will work closely with the company’s leadership and functional teams to build the UK and Europe region into a significant global business for VAHDAM®.

Commenting on the elevation, Bala Sarda, Founder and CEO, VAHDAM® India, said: “Akhil has played an instrumental role in shaping VAHDAM®’s growth over the last eight years, particularly in building and scaling our global online business. As we move towards a geography-led organisation and work to establish the UK and Europe as one of our largest global markets, his leadership will be critical in building a consumer-first, locally relevant, and profitable business across the region.”

On his elevation, Akhil Arora, Chief Business Officer – UK & Europe, VAHDAM® India, said: “VAHDAM® has always been more than a workplace for me. It has given me a front-row seat to the building of a truly global Indian brand. I’m incredibly grateful to Bala and the leadership team for this opportunity and for the trust they have placed in me over the years. Wellness, conscious consumption, and digital-first commerce are coming together in a way the world has never seen before, and India is uniquely positioned to lead this shift. I’m excited to work with our incredibly talented teams to deepen our business in the UK and Europe”

Today, VAHDAM® reaches consumers across more than 180 countries and has earned organic endorsements from global icons including Oprah Winfrey, Mariah Carey, and Martha Stewart. The brand is Certified Climate Neutral and Plastic Neutral, and dedicates 1% of its revenue to the education of farmers’ children through Digital Learning Centres and scholarships. As VAHDAM® continues to strengthen its international presence, Akhil’s elevation to Chief Business Officer – UK & Europe reflects the company’s commitment to investing in leadership that can accelerate regional growth, deepen market penetration, and drive the next phase of its global expansion.

The post VAHDAM® India Appoints Akhil Arora as Chief Business Officer for UK & Europe appeared first on Business of Food.

Strategically located within the bustling food court of Palladium Ahmedabad, the flagship kiosk has been designed as an immersive retail destination that brings Berry Brothers’ commitment to freshness, quality, and transparency to life. Featuring an open, contemporary layout, the kiosk offers customers a clear view of the entire beverage preparation process, creating an engaging and interactive experience while reinforcing the brand’s focus on authenticity and trust. This allows customers to experience the preparation of fresh juices, smoothies, milkshakes, wellness beverages, and healthy refreshments using premium-quality fruits and carefully selected natural ingredients.

The live preparation format not only highlights the quality of the ingredients but also allows customers to connect more closely with the craftsmanship behind every beverage. The kiosk’s modern design, vibrant visual appeal, and efficient service model are tailored to meet the needs of today’s health-conscious consumers seeking convenient yet wholesome refreshment options.

Taranjit Shah Singh, Founder & Owner of Berry Brothers addressing on the occasion of the launch remarked, “The opening of our flagship kiosk at Palladium Ahmedabad represents an exciting milestone in our journey. Every new outlet is an opportunity to raise the bar – not only in product quality but also in customer experience. We believe Health is the New Luxury, and our mission is to make fresh, premium beverages accessible in India’s finest retail destinations. This flagship format reflects the future direction of Berry Brothers as we continue expanding across the country.”

Berry Brothers continues to strengthen its presence across India’s leading retail destinations, with successful operations in premium malls managed by renowned retail groups including DLF, Nexus Malls, Unity One, and now Palladium Ahmedabad. The company remains focused on strategic expansion through partnerships with leading retail developers across the country. This strategic expansion reflects Berry Brothers’ focus on partnering with best-in-class retail environments that offer strong consumer engagement, superior visibility, and a premium shopping experience. By securing locations within some of India’s most sought-after malls, the company is able to connect with a diverse customer base comprising families, young professionals, fitness enthusiasts, and health-conscious shoppers seeking nutritious refreshment options.

The Palladium Ahmadabad launch also marks the beginning of Berry Brothers’ association with Phoenix Group. The company is exploring additional opportunities within the group’s retail portfolio as part of its long-term expansion strategy.

The post Berry Brothers Opens Seventh Company-Owned Outlet with 360° Experience Kiosk appeared first on Business of Food.

The funding comes at a time when India’s healthy snacking market is witnessing robust growth, driven by increasing consumer awareness around nutrition, ingredient transparency, and wellness-oriented lifestyles. The category has attracted substantial investor interest over the past few years, with several brands competing to capture a larger share of the country’s evolving packaged foods market. The company was valued at approximately Rs.226 crore as of March 2025 and reported annual revenue of around Rs.54 crore for FY24.

The investment marks a strategic partnership between one of India’s emerging health-focused packaged food brands and a nearly 120-year-old business house with deep distribution capabilities across key markets. While the companies have not disclosed the valuation at which the transaction was completed, the capital is expected to support Open Secret’s next phase of growth, including product innovation, distribution expansion, brand building, and operational scale-up.

Founded in 2019 by Ahana Gautam and Udit Kejriwal, Open Secret has carved out a niche in the rapidly growing healthy snacks category through its portfolio of cookies, chocolates, bhujia, nut mixes, and other snack products positioned as free from maida, palm oil, and added preservatives. The brand has particularly resonated with families and parents seeking healthier alternatives for everyday snacking.

“This investment is a strong validation of our vision to make healthier snacking accessible to Indian consumers at scale,” the company spokesperson said at the announcement. The founders noted that the partnership would help strengthen the brand’s presence across channels while supporting its long-term growth ambitions.

For Desai Brothers, the investment aligns with its strategy of expanding its footprint in the fast-growing consumer foods segment. The diversified conglomerate has interests spanning food, tobacco, hospitality, renewable energy, and financial services, and also operates snack-focused businesses through its food portfolio. Industry observers believe the group’s extensive distribution reach across North and West India could provide a significant boost to Open Secret’s offline expansion plans.

Since its launch, Open Secret has expanded its distribution across e-commerce platforms, quick-commerce channels, modern trade stores, and traditional retail networks. Company commentary in recent months has indicated that the brand is targeting gross revenue of around ₹100 crore this year while laying the foundation for significantly larger scale in the years ahead.

The latest fundraise underscores growing investor confidence in India’s premium and health-focused food brands, a segment that continues to benefit from changing consumer preferences and higher spending on wellness products. With fresh capital, a strategic investor, and a rapidly expanding market opportunity, Open Secret is positioning itself to emerge as one of the leading players in the country’s next generation of packaged snack brands.

The post Open Secret Secures Fresh Funding as Healthy Snacking Continues to Gain Ground appeared first on Business of Food.

Spread across 9,000 sq. ft., the store brings together grocery shopping, dining, gifting and interactive food experiences under one roof. Customers can shop for international groceries, fresh fruits and vegetables, speciality ingredients, bakery products and a wide range of imported cheeses.

The Ahmedabad store will offer global products such as Graza olive oil and Olipop sodas, along with premium items including caviar and cheeses imported from Switzerland and Italy.

The outlet also features a dedicated gift shop that provides customised hampers and personalised gifting services for personal celebrations, corporate events and special occasions.

“Food Square was built with the belief that food is more than just a need-based purchase. For many, it is an experience. Mumbai gave us the opportunity to build a new-age, gourmet food destination, and as we looked at our first expansion outside the city, Ahmedabad felt like a natural first choice. It is a city that celebrates food, enjoys hosting, and takes pride in discovery and experimentation. We saw a strong alignment between Ahmedabad’s evolving food culture and what we have always wanted to create at Food Square: a space where/ people can discover the world’s best ingredients while building a deeper connection with food. This launch marks the beginning of our journey to bring Food Square’s unique retail and food experiences to more cities across India,” said Lalit Jhawar, Co-Founder and CEO, Food Square.

Among its in-store experiences is the Cheese Corner, where customers can build their own cheese boards with the help of store staff. The Chopping Board service offers freshly cut fruits and vegetables as well as made-to-order items such as guacamole.

Food Square’s in-house bakery, Breadsmith, will serve a variety of freshly baked breads and other baked goods. The store also houses Mumbai-based food brands Naked Coffee and Paleoo Bakes.

The post Food Square Expands Beyond Mumbai, Opens First Store in Ahmedabad appeared first on Business of Food.

The company’s India team is led by Executive Chairman Sanjiv Mehta (former chairman & CEO of Hindustan Unilever) along with Growth Stage Investor, Anjana Sasidharan and Head of India at L Catterton, Vikram Kumaraswamy. Over the past 14 months, the firm has steadily built a focused investment portfolio centered on packaged and better-for-you food brands.

Betting Big on Haldiram’s

The company’s investment strategy reflects this conviction, with a focus on businesses that are well positioned to capitalize on changing consumer preferences. This is clear in the recent double deals of investment – the first with Haldiram’s, the famous Indian multinational fast-food restaurant chain and the second being Farmley, healthy snacking brand, best known for its makhanas and dry-fruit products.

Haldiram’s outlets already anchor food courts in malls across Delhi-NCR, Gurgaon, and Noida, including marquee properties like Ambience Mall and DLF Cyber Hub, but what truly sets the F&B and FMCG giant apart from typical packaged-foods companies is that it isn’t just a manufacturer feeding supermarket shelves. It’s also a retail landlord’s dream tenant.

Beyond its sprawling distribution network, Haldiram’s runs its own restaurants and retail outlets in three distinct formats

• – Tiny grab-and-go kiosks tucked into mall food courts and metro stations
• – Mid-sized quick-service counters
• – Full sit-down dining halls for families

What’s noteworthy is that Haldiram’s is also accelerating its expansion plans, with a strategic focus on central and southern India. In a move to speed up its presence in smaller, non-metro markets, it is introducing city-wise franchising for the first time, enabling faster and more localized growth. In other words, Haldiram’s plays two roles at once: a packaged-food brand fighting for shelf space, and an F&B anchor fighting for prime mall real estate.

This dual identity is exactly what makes L Catterton’s capital – paired with Sanjiv Mehta’s decades of FMCG scaling experience – potentially so consequential for how fast the expansion happens.

The Farmley Thesis

Farmley represents another key pillar of L Catterton’s investment thesis. The Noida-based healthy snacking brand, known for its makhana, nuts, and dry-fruit offerings, secured a Series C funding round led by the private equity firm in mid-2025.

While digital channels continue to fuel growth, Farmley’s strategy is increasingly centered on strengthening its offline presence. The fresh capital will be used to expand shelf space across general trade and modern retail, building on the brand’s strong foothold in large-format retail chains, particularly in South India.

The move underscores a broader shift in India’s healthy snacking market, where brands that once relied heavily on e-commerce and quick commerce are now competing for premium in-store visibility alongside established FMCG players.

More importantly for India’s food retail sector, L Catterton’s moves signal that global private capital. India’s snacking market is rapidly evolving from indulgence-driven, commodity products to branded, health-focused, and premium offerings, creating a significant opportunity for early investors.

Beyond investing in brands, the private equity firm is also backing the retail ecosystems that support their growth, recognizing that physical retail remains a critical driver of brand visibility, consumer engagement, and market expansion.

With India’s healthy snacking market projected to reach nearly $8.5 billion by 2031, growing at an annual rate of ~14%, the sector is poised for sustained investment and consolidation.

As L Catterton deploys the remaining capital from its first India fund over the next 18 months, competition is expected to intensify – not only for category leadership but also for valuable shelf space across modern retail, supermarkets, and other offline channels.

The post Capital Meets Consumption: L Catterton’s Big Bet on India’s Snacking Market appeared first on Business of Food.

India’s dietary landscape is undergoing a meaningful transformation. As incomes rise, urbanisation accelerates, and consumers become increasingly health-conscious, the country is moving away from traditional cereal-heavy diets toward more protein-rich eating habits. This shift mirrors a broader global pattern: as economies grow and living standards improve, people seek better nutrition and greater dietary diversity.

This “protein shift” is not unique to the country. Around the world, countries that move up the economic ladder tend to see consumers diversify their diets, incorporating more high-quality proteins as nutrition, wellness, and convenience become central to food choices. At the center of this effort is the USA Poultry & Egg Export Council (USAPEEC), which is working closely with Indian industry stakeholders to raise awareness of poultry protein and introduce consumers to the nutritional and culinary potential of duck and turkey.

From Cereal-Based Diets to Protein-Rich Choices

For decades, Indian diets have relied heavily on cereals and plant-based staples. But as households become more affluent and consumers place greater emphasis on fitness, preventive healthcare, and nutritional adequacy, protein is taking center stage in everyday food decisions.

Industry studies and nutrition experts have repeatedly highlighted a protein gap in India, with many consumers failing to meet the recommended daily protein intake. This shortfall has encouraged a broader discussion about the need for accessible, high-quality protein sources that fit modern lifestyles.

Poultry protein offers a compelling answer. It is versatile, nutrient-dense, and well-suited to Indian cooking styles. More importantly, it provides consumers with an opportunity to diversify their protein intake while exploring new flavours and formats.

Duck and turkey meat are becoming part of this larger story. Rather than competing with existing proteins, they expand the range of poultry choices available to consumers seeking variety and differentiated eating experiences.

India represents one of the most promising markets for expanding awareness around poultry protein. As consumers place greater emphasis on nutrition, quality, and dietary diversity, there is significant potential for alternative poultry proteins such as duck and turkey to become an integral part of the country’s evolving food landscape.

USAPEEC has played an important role in increasing awareness of the broader poultry protein category in India. Its efforts have helped expand the conversation beyond imported products to the value of protein diversity and consumer choice. As dietary preferences continue to evolve, there is a growing opportunity to educate consumers about the wider poultry category and the role that proteins such as duck and turkey can play in supporting varied nutritional and culinary needs.

Why Duck and Turkey Matter

Turkey meat is widely recognised as a lean, high-quality protein that aligns well with modern wellness trends. It is rich in essential amino acids and can be incorporated into a wide variety of recipes, from everyday meals to value-added products.

Duck meat, on the other hand, offers a distinctive flavour profile and premium positioning that appeals to chefs, food enthusiasts, and consumers looking for unique culinary experiences. Its versatility makes it suitable for both international and Indian-inspired preparations. 

 USAPEEC’s initiatives are contributing to the growth and diversification of India’s poultry protein sector. By bringing global insights, industry best practices, and technical expertise to the market, the organisation is helping raise awareness of a wider range of poultry proteins. These efforts are supporting the introduction of options such as duck and turkey to consumers seeking greater variety, culinary versatility, and high-quality nutrition. Together, duck and turkey represent the next frontier within the poultry category. They have growing presence on restaurant menus, premium retail shelves, and online meat platforms signals rising interest in specialty poultry proteins.

Growing consumer willingness to experiment with new foods is creating favorable conditions for alternative poultry proteins to gain traction. As consumers seek greater variety in their diets, proteins such as duck and turkey are attracting interest for their nutritional benefits, distinctive flavors, and versatility across a range of culinary applications. This evolving preference for diverse protein choices is opening new opportunities for category growth and innovation.

Closing the Awareness Gap

Despite their potential, duck and turkey remain relatively unfamiliar to many Indian consumers. Limited knowledge about their nutritional attributes, culinary applications, and preparation methods continues to be one of the key barriers to adoption. This is why awareness-building sits at the core of USAPEEC’s work in India.

These efforts are designed to help importers, distributors, retailers, and foodservice professionals better understand how duck and turkey can be positioned within India’s growing protein market. USAPEEC also works closely with the Indian poultry and food-industry associations to amplify these messages and ensure they resonate with local consumer preferences.

Awareness is a critical driver of growth for any emerging food category. Building familiarity among consumers, chefs, retailers, and foodservice professionals about the nutritional benefits, culinary versatility, and usage occasions of proteins such as duck and turkey is essential for expanding adoption. Sustainable category growth is driven not only by supply availability but also by consumer understanding and confidence in how these proteins fit into modern diets. As health consciousness increases and protein intake becomes a greater priority, there is growing interest in diverse, nutrient-rich food choices, creating favorable conditions for alternative poultry proteins to gain wider acceptance.

A Collaborative Approach to Market Development

USAPEEC’s partnership with Indian industry stakeholders reflects a long-term commitment to market development rather than short-term promotion.

By combining global expertise with local market knowledge, these collaborations help tailor educational initiatives to India’s unique dietary patterns and regional tastes. Domestic partners play an essential role in identifying opportunities, engaging key stakeholders, and translating broader poultry protein messages into locally relevant narratives. This joint approach also helps build trust. In emerging categories, credibility and familiarity are essential to encouraging trial and repeat consumption. Working together, USAPEEC and Indian organisations are creating a supportive ecosystem for ducks and turkeys to gain traction
over time.

The Expanding Role of Modern Meat Platforms

India’s rapidly evolving food ecosystem is accelerating consumer access to specialty proteins. Online meat retailers, gourmet stores, quick-commerce platforms, and premium restaurants are making it easier for consumers to discover products that were once available only in select channels. These platforms also serve as educational touchpoints by offering recipes, cooking tip, and nutritional information.

Duck, in particular, is gaining visibility through these channels and is beginning to find a stronger foothold in the market. Turkey remains a smaller category, but awareness is steadily increasing among health-focused consumers and innovative foodservice operators. As these platforms expand and consumer confidence grows, both proteins are expected to play a larger role in India’s increasingly sophisticated protein landscape.

The Path Ahead

The emergence of duck and turkey is part of a broader transformation in the way India thinks about food and nutrition. As consumers seek healthier, more diverse, and more premium protein choices, poultry protein is becoming an increasingly important part of the solution. Within this category, duck and turkey offer a compelling combination of nutrition, versatility, and culinary innovation. For USAPEEC, India represents a strategic market where education, collaboration, and awareness can help shape future dietary choices. By working alongside Indian industry partners and supporting the growth of modern food platforms, the organisation is helping broaden the conversation around poultry protein and introducing consumers to new possibilities.

India’s protein shift is well underway. As awareness continues to deepen, duck and turkey are poised to become meaningful additions to the country’s expanding protein basket and to the evolving aspirations of the Indian consumers. 

The post India’s Protein Shift Creates New Growth Opportunities for Speciality Poultry appeared first on Business of Food.

A recognisable market gap was well played by McCain Foods regarding existing product offerings that are almost uncertain to deliver the crispiness, texture and flavour consumers crave when prepared in an air fryer. This is where McCain Foods India decided to launch Air Fryer Masala Crispers, a frozen potato snack developed exclusively for air fryer cooking. Rather than adapting an existing product, the company has engineered the new offering from the ground up to maximise crispiness, flavour and overall eating experience inside an air fryer.

One of the product’s defining features is its distinctive V-shaped design. More than just a visual element, the shape has been engineered to increase surface area for enhanced crispiness while also making it easier to scoop dips and hold seasoning more effectively. The result is a snack that delivers a crunchier texture, bolder flavour and a more engaging snacking experience with every bite.

The product has also been designed to solve a common challenge for air fryer users – the gap between convenience and quality. Every aspect of Air Fryer Masala Crispers, from its structure and texture to its crunch retention and seasoning, has been optimised specifically for air fryer preparation instead of being modified from a conventional frozen snack. Finished with a bold masala seasoning, the new launch brings McCain’s promise of “Crispy, Spicy, Very Mazedaar“ to life, combining familiar Indian flavours with a format created for modern kitchens.

Commenting on the launch, Shreyashi Keshri, Head of Marketing at McCain Foods India said, “As air fryers become an increasingly integral part of modern Indian kitchens, we saw an opportunity to rethink snacking for this new consumer behaviour. Rather than adapting an existing product, we engineered Air Fryer Masala Crispers specifically for air fryers, ensuring consumers can enjoy the perfect balance of crunch, flavour and indulgence. From the distinctive V-shape design to the bold masala seasoning, every element has been crafted to create a snacking experience that is crispy, spicy and very mazedaar.”

With Air Fryer Masala Crispers, McCain is responding to the changing habits of Indian consumers, who are increasingly embracing air fryers as part of everyday cooking. By creating a product specifically designed for this growing kitchen trend, the brand is blending convenience with flavour and innovation, reinforcing its commitment to shaping the future of at-home snacking.

The launch underscores McCain Foods India’s commitment to innovating in line with changing consumer preferences. As air fryers become an increasingly common feature in Indian kitchens, the company is focusing on developing products designed specifically for the way consumers cook today, delivering convenience, great taste and a consistently satisfying snacking experience.

The post McCain’s New Masala Crispers Bring Air Fryer Convenience to Frozen Snacks appeared first on Business of Food.

The growth comes amid increasing consumer preference for fresh, minimally processed food. According to an offline survey conducted by the company across more than 6,000 families in 35 residential societies in Bengaluru, over 80% of respondents said they preferred freshly milled atta over conventionally packaged alternatives, indicating a shift towards fresher staples without sacrificing convenience.

To support its expansion, 10on10 Foods raised Rs 2.3 crore in a pre-seed funding round in March 2026 from a group of angel investors, including Dr. Vikas Katoch, Entrepreneur and CEO, Adomantra and Adotrip; Sumit Maheshwari, CFO, Odessa Technologies; and Shashikant Shenoy, Partner, Uniqus Consultech, among others. The company said the funds are being deployed to expand production hubs, strengthen its supply chain and accelerate growth across India.

Founded by Dr. Ashish Bajaj, Avinash Jain and Mohsin Ali, the startup was born out of Bajaj’s personal search for genuinely fresh food after his son was diagnosed with Type-1 diabetes. The founders identified a gap in the packaged staples market, where consumers often had little visibility into when flour had actually been milled, leading them to build a brand centred on freshly milled staples.

The company currently serves customers across Ahmedabad, Bengaluru, Central Goa, Chandigarh, Chennai, Coimbatore, Delhi, Gurgaon, Guwahati, Hyderabad, Jaipur, Kolkata, Lucknow, Mumbai, Nagpur, Noida, Pune and Vizag through its production hubs and partnerships with quick commerce platforms such as Blinkit and BigBasket.

10on10 Foods also shared that it achieved EBITDA break-even within five months of launch. Consumer retention has remained strong, with a 32% repeat purchase rate, while 27% of customers upgrade from a 1 kg pack to a 5 kg pack within a month. In Bengaluru, its High Protein range has recorded repeat purchases of over 60% through quick-commerce platforms. Meanwhile, Jowar and Ragi together account for nearly 39% of the company’s monthly sales.

“For years, consumers accepted that convenience came at the cost of freshness. We believe India is entering the era of fresh staples, where people expect trusted brands to deliver genuinely fresh food. Crossing a Rs 14 crore ARR within six months and fulfilling over 2.8 lakh orders tells us this is more than our growth story; it’s a reflection of changing consumer expectations,” said Dr Ashish Bajaj, CEO and Co-founder, 10on10 Foods.

Going forward, the company plans to strengthen direct sourcing partnerships with farmers while continuing to build the fresh, minimally processed staples category for Indian households.

The post Fresh Staples Startup 10on10 Foods Crosses Rs 14 Crore ARR, Scales to 18 Cities appeared first on Business of Food.