The Hindu : Andhra Pradesh / Hyderabad News : Veetee Fine Foods launches ready-to-eat foods

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Wednesday, Dec 12, 2007
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Andhra Pradesh

Andhra Pradesh - Hyderabad

Veetee Fine Foods launches ready-to-eat foods

Special Correspondent

HYDERABAD: Ready-to-eat (RTE) foods have been rolled out in the local market here by Veetee Fine Foods Ltd, a UK-based processed food manufacturer.

The unique selling proposition of the products is that the sachet containing the food can directly be put in a microwave oven and heated up to two minutes for consumption. No extra bowl is required. Basmati brown rice, mainly targeting the health-conscious, is being placed in all outlets selling healthcare products, besides major retail chains.

Addressing a press conference here on Tuesday, CEO of the company, Aayushman Gupta, said that the company’s manufacturing facility in Sonepat in Haryana was making the Indian foods to satiate the taste buds of food connoisseurs in the country. The assembly line in the factory would eliminate the possible human error in taste of the food items.

Wide range

Pulao, jeera rice and biryani are the rice items that will be sold in 250-gm packs for Rs. 40 each.

In the RTE curry collection, the company is producing 14 different varieties, including rajma masala, dal makhni, palak paneer and pindi chana. Business controller Ashish Pruthi said that the company was planning to introduce combo-packs with rice and curries, apart from ready to drink soups.

Rachita Mittal, marketing manager, said the brown Basmati rice, which had zero trans-fat, was very good for health. Mr. Gupta said that the company was producing 60 lakh pouches a year of all variants and planned to scale it up significantly in the next three years. The company had 35 per cent share on every shelf in the RTE segment.

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