iD Fresh Food Launches New Preservative Free Pancake Batter

iD Fresh Food has expanded its breakfast lineup with the introduction of the iD Pancake Batter, a ready-to-cook product made without preservatives. The new batter aims to bring soft and fluffy pancakes to Indian homes in a quick and convenient way, especially for children and families.

Clean Label and Eggless Product

The iD Pancake Batter is eggless and made without artificial flavours or preservatives. Staying consistent with the company’s philosophy, the product uses real, simple ingredients and offers a healthier alternative to traditional dry pancake mixes.

Rajat Diwakar, CEO (India) of iD Fresh Food, said that this launch extends the brand’s focus on freshness and purity into a category that mostly offers powdered mixes. He shared that as busy lifestyles increase, many consumers are now looking for products that are both convenient and trustworthy. The pancake batter is a step toward transforming everyday meals while continuing the company’s clean label promise.

Availability and Expansion Plans

The product will first be available on quick-commerce platforms in Bengaluru, Delhi NCR, Pune, and Maharashtra. After this initial rollout, iD Fresh Food plans to expand availability through modern retail stores and supermarkets across the country.

Speaking about the product development, Enakshi Dasgupta, Head of New Product Development, explained that the idea came from the brand’s “Transparency” campaign, where children expressed excitement about experimenting in the kitchen and requested pancake batter. The team wanted to create a product that encourages fun cooking moments and bonding within families. She added that the batter delivers the texture and taste of homemade pancakes while being convenient and nutritious. The goal was to bring international style breakfast options to India without compromising simplicity and quality.

Making Breakfast Easier and Healthier

With this launch, iD Fresh Food aims to make breakfast preparation quicker and healthier, while bringing joy and creativity to morning meals especially for young families looking for fresh, ready to cook alternatives.

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