Del Monte enters Eastern Region
FieldFresh Foods Pvt Ltd launches the legendary food and beverage brand in Kolkata; Bhubaneshwar and Guwahati
to follow
Kolkata, 23rd February, 2010: FieldFresh Foods Pvt Ltd, a JV between Bharti Enterprises and Del Monte Pacific Limited, today marked its entry into eastern zone by launching the Del Monte range of food and beverages in Kolkata followed by Bhubaneshwar and Guwahati. Consumers in these cities can now choose from a range of Del Monte delectables including fruit drinks, packaged fruits, ketchup and sauces and a range of Italian products.
On the occasion, Mr. Sanjay Nandrajog, CEO, FieldFresh Foods Pvt Ltd, said, "We are very happy to launch the Del Monte range of products here today. This endeavor is yet another step taken towards consolidating our national footprint. As India develops into a modern economy, consumer tastes and preferences are fast evolving and the packaged foods and beverages segment is witnessing tremendous growth in the country. Del Monte, which has a 118 year heritage, offers customers an international range of products backed by the promise of best quality. We have seen excellent response to our brand in the markets we have entered so far and look forward to delighting customers in this part of the country as well."
Many of the products from Del Monte are aimed at the youth, young adults and homemakers. These products will be available across different Modern Retail stores as well as select convenience stores in popular markets, shopping centres and residential and commercial hubs.
Del Monte is one of the few international players in the branded fruit drink vending business in India and targets institutions like offices, colleges or eating out locations for placement of beverage dispensing machines. Del Monte also has a significant B2B business with national Foodservice customers, including Hospitality, Restaurants, Catering and Quick Service Restaurants.
The Del Monte product range includes:
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Fruit drinks: Pineapple fruit drink with pulp, Pineapple Orange fruit drink, and Four seasons fruit drink (Pineapple, Mango, Orange and Guava)
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Ketchup and Sauces: Tomato Ketchup and Mustard Sauce
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Packaged fruits: Pineapple Slices, Pineapple Tidbits, Prunes, Fiesta Fruit Cocktail, Peach Halves and Red Cherries
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Italian Range: Range of Pasta, table Olives and Olive Oil
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Whole Kernel Corn and Jalapenos
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Customized Range for Food Service: Penne Pasta, Snack Dressing, Mango pulp, Tomato Paste
Mr. Yogesh Bellani, Business Head, Del Monte Foods Business, added "India's eastern region is a very important market for us and going forward we plan to expand to other key cities to serve both retail and institutional customers. We expect the eastern markets to contribute to contribute 15 % of the overall sales of the brand. Our marketing efforts towards achieving this goal are already underway."
The aim of Brand Del Monte's marketing tie ups and promotions is to build a strong consumer connect. Del Monte plans to do a lot of below-the-line activation at high traffic malls and retail outlets. BTL initiatives include consumer sampling so that the high quality products can be tasted by the prospective customers.
About Del Monte:
Brand Del Monte has 118 years of rich international heritage during which it has been synonymous with quality and taste. The brand originated in the US and is now available all across the globe. The Del Monte range of branded processed food products includes Fruit drinks, Ketchup & Sauces, Packaged Fruits and the Italian Range consisting of Pasta, Olive Oil and Olives/Jalapenos and a Culinary range which is aimed at HORECA, Foodservices and QSR industries.
Del Monte was brought to India in 2007 by a joint venture between Bharti Enterprises and Del Monte Pacific Ltd. The JV is called FieldFresh Foods Pvt Ltd.
Bharti Enterprises is one of India's leading business groups with interests in telecom, agri business, financial services, retail and manufacturing. Del Monte Pacific Ltd, headquartered in Manila, Philippines, is engaged in the production, marketing, and distribution of Del Monte products in the select Asian markets.
FieldFresh Foods Pvt Ltd besides offering Del Monte range of F&B products, also sources and markets fresh produce for domestic as well as export. The company's vision is to be the most trusted and innovative provider of branded fresh fruits, vegetables and processed food products in India.
For more information please log on to: http://www.fieldfreshfoods.in/ and www.worldfoody.com
For further information, please contact:
Amlan Ray/ Priyanka Guha
9830347635/ 9910684895
Amlan.Ray@rediffusionyr
Priyanka.guha@rediffusionpr.com
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