Godrej Tyson Foods' line-up for breakfast, snacking segments

Abhishek Law, The Hindu BusinessLine, 09 September 2016

Godrej Tyson Foods (GTFL), a 49:51 joint venture between Godrej Agrovet and the US-based Tyson Inc, is looking at larger play in breakfast and ready-to-cook frozen snacking categories.

Its breakfast offerings include cold cuts (pre-cooked/cured meat - mostly sausages) and a variety of snacking options (both non-veg and veg) through 'Yummiez' brand.

The frozen processed food market in India is pegged at $120 million.

According to Arabind Das, Chief Operating Officer, GTFL, the target is to double the market share. The company enjoys a market share of approximately 12 per cent. "We plan to grow the category at 25-27 per cent against the industry growth at 16-19 per cent," he told BusinessLine during an interview.

GTFL competes with Venky's in the non-veg category and with McCain in the veg segment.

Ideal package size
The company is planning to launch at least six new variants catering mostly to breakfast and snacking segments, October onwards. This apart, new launches will also target the 'children's tiffin' category. Godrej Tyson will also experiment with packet sizes, Das maintained.

For example, it has also introduced a 200-gm pack against the industry standard of 400 gm. A lower grammage has seen higher penetration for the product(s). "Innovation will come on two points - affordability and right grammage (packaging size). Our offerings will look to have the ideal package size so that it can fit in freezers," he added.

According to Das, the company will target its next phase of growth through a cluster approach in north and south India. This will see the company overcome the problems of back-end infrastructure.

Under this, a partner will look to cater to a number of cities around a particular region.