Godrej Yummiez introduces the sachetization format, which upends the frozen foods market. Yummiez has introduced a protein-rich pack of two chicken sausages at a very reasonable price of INR 30, marking a first for the category. Together, the two sausages in this sachetized format provide a maximum protein content of 7 grams. By making frozen meals more accessible and affordable for all, this sachetization of items like sausages would democratize frozen goods. It is anticipated that the general public will consume more frozen meals, both in Tier II cities and villages as well as in metropolitan areas.

With a penetration rate of less than 5%, the frozen foods category in India has plenty of space to grow. Frozen dishes, whether vegetarian or not, have often been priced between INR 170 and INR 300. It is essential to make these items more accessible by providing them at more affordable price points to promote category growth and reach a wider audience in a variety of cities and demographics.

Chicken sausage is typically considered a protein-rich food. Furthermore, there is a growing demand for cold cuts such as sausages, driven by increased exposure through travel experiences and a preference for protein-rich, minimally cooked foods. This trend is extending beyond metro cities to Tier II and non-capital cities. Recognizing this need, Yummiez, as a leading player in the category, took the initiative to offer its best quality Yummiez chicken sausage in an innovative mini pack priced at just INR 30.

Godrej Yummiez has extended its partnership with PVR Inox. Godrej Yummiez along with PVR INOX, is running an awareness program in Kolkata, Bangalore, and Hyderabad, whereas 60-second messages of the new format will be showcased on 53 select screens.

Priyanka Dutta