MTR launches another range of breakfast foods in India

MTR launches another range of breakfast foods in India

MTR Foods, the Indian business owned by Nordic group Orkla, has broadened the range of breakfast foods it sells in the country.

The company said its 3 Minute Breakfast line would give consumers the option of eating Indian dishes in the morning, rather than cereal.

"The organised breakfast market in India is driven by a need for convenience with consumers sometimes compromising on what they would like to eat for quicker options like pour-and-eat cereal. Most Indians at a breakfast buffet in hotels choose Indian food with similar behaviour being observed in college canteens and train stations. Yet, the same people, when they are at home and in a hurry on a weekday morning choose a bowl of cereal and milk just because it's quicker and more convenient than Indian breakfast," a spokesperson for MTR Foods said. "The MTR 3 Minute Breakfast, which can be ready in less than three minutes by just adding hot water, will now give Indians easy access to a hot, comforting range of Indian breakfast dishes in just three minutes."

MTR said the new range includes two upma - a dish cooked as a thick porridge - lines, as well as two lines of poha, a rice-based dish.

The company is selling the products in different formats - a 60g single-use pack, a cup variant and a 230g multiple-use box. The single pack has a recommended retail price of INR20. The cup format have an RRP of INR60, while the multi-use packs have been recommended to be sold at INR80-85.

Retailers including Aditya Birla, Tesco and Hypercity are selling the products, with a listing at Reliance Retail to by the end of April.

The MTR spokesperson described the breakfast market to be "one of the most successful categories" at the company.