Del Monte Expects Mayonnaise to drive growth for Packaged Food segment

Ø  Launches 8 new Variants under Mayonnaise category

Ø  Emulsions category growing at a CAGR of 22% YOY

Ø  Projected to triple by 2021

Del Monte launched its expanded range of mayonnaises products in the market. Comprising of 8 variants in vibrant new packaging, the range seeks to provide the consumers with more options to indulge in. The new variants – Eggless Mayo, Egg Mayo, Mint Mayo, Tandoori Mayo, Cheesy Garlic Mayo, Sandwich Spread, Cheesy Dip and Tartare Dip will be available at retail outlets starting June 2016.

With the increase in consumption of mayonnaise, dips, and spreads in Indian households, a rise has been observed in the demand for the category. The new tasteful ingredient for the Indian kitchen, mayonnaise has lately become the new alternative for products like butter, cheese, and ketchup and is now extensively being used in almost all types of meals.

Mayonnaise is a niche yet fast growing category in India, growing at a CAGR of 22% for the last 5 years, and projected to triple from the current B2C business of 150 Cr by 2021. According to India Mayonnaise & Salad Dressing Market Outlook 2021, India’s mayonnaise and salad dressing market are predicted to increase at a CAGR of 24.7% over six years.

Del Monte is bullish about this category due to its expertise in the same in the B2B space, with supplies to most International and Indian QSR chains and it has brought in many innovations in this category to meet the growing demand for this condiment. Having introduced the new packs of 500g and 900g pack with a spout opening, with a 60%+ growth last year, Del Monte Eggless Mayo has made a differentiated mark in this category by making it more accessible vs. its counterparts.

Speaking on the launch of new variants, Mr. Yogesh Bellani, CEO, FieldFresh Foods Pvt. Ltd. said, “Mayonnaise is the fastest growing category in the condiments space in India. Due to its versatility, Mayonnaise has found its place in Indian kitchens seamlessly. Del Monte has a rich range of emulsions in its portfolio and with the launch of the new variants; we aim to further strengthen it. A special focus has been laid on the packaging that stands out and effectively connects with the consumers. The use of bright colors, illustrations and communiqué cue clear, happy and fun codes which are in-line with the brand personality which is youthful, progressive and creative.”

The packaging also embodies alternate, easy-to-prepare usages for each variant, along with one special Chef’s recommendation for each variant.

Del Monte will be coming up with a special 360° advertising campaign that would be spread across all major media to build top of mind recall. Del Monte will also be focusing on the sampling of these variants to create trials and food experiences.

 

Pricing: While Del Monte’s Eggless Mayo (265 gm) is priced at Rs. 80, all other variants (265 gm) are available at an MRP of Rs. 85 each.

Availability: Del Monte’s new emulsions range is available at all leading general and modern retail outlets.

About Del Monte:                          

Brand Del Monte has over 100 years of rich international heritage during which it has been synonymous with quality and taste. The brand originated in the US and is now available all across the globe.

The Del Monte range of branded processed food and beverage products in India includes Fruit drinks, Ketchup & Sauces, Packaged Fruits and the Italian Range consisting of Pasta, Olive Oil and Olives/Jalapenos and a Culinary range for both B2B and B2C markets.

Del Monte was brought to India in 2007 by a joint venture between Bharti Enterprises and Del Monte Pacific Ltd. The JV is called FieldFresh Foods Pvt Ltd.

India’s leading business group, Bharti Enterprises, has interests in telecom, agri-business, and retail.  With over 228 million customers, Bharti’s flagship unit, Airtel Ltd., is India’s leading private sector provider of telecommunication services.

Del Monte Pacific Limited is listed on the Singapore Stock Exchange and has exclusive rights to the Del Monte brand for processed food and beverage products in the Indian subcontinent and in the Philippines where it enjoys leading market shares for canned pineapple juice and juice drinks, canned pineapple and tropical mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup.

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