Dr. Oetker India has launched ‘Dr. Oetker FunFoods Professional’ sub-brand under its food service division, targeting QSRs and HoReCa customers, a business vertical that the company has been servicing for over 100 years across 50 countries. Oliver Mirza, MD and CEO of Dr. Oetker India said, “Our food service division at present contributes to 25% of our overall revenue and the endeavour is to double the contribution in next couple of years. We expect that the rebranding of the range under ‘Dr. Oetker FunFoods Professional’ and working together with clients as solutions providers will enable us to propagate our range of products and penetrate the market further. The launch will also be supported by various ATL and BTL activities.”
The overall look, feel and packaging design of the range have been revamped keeping in mind the requirements of food service consumers. The company has worked together with leading professional chefs from the industry to design the packaging, which caters to the requirements of the HoReCa and QSR industry. The comprehensive layout will include features like highlighting various applications of the products, unique features, appealing food shots and contemporary design. It will also have prominent branding apart from usual statutory information.
Existing range of Dr. Oetker’s food service division boasts of over 150 products that are currently used by leading QSRS, restaurants, cafes and local eateries across the country. It caters to HoReCa and many leading QSR brands like KFC, Domino’s, Pizza Hut, Taco Bell, Costa Coffee, Subway, various 5-star hotels and airlines. The move aims to reinforce the brand as a solutions provider in western food ingredient category for hotels, restaurants, cafes, bakeries, fast food joints, and caterers. The launch will be supported by ATL and BTL activities like print advertisements, solution selling, recipe booklets, food tasting sessions, bakery and caterer’ meets and consumer education.
