ID Fresh Food launches its South Indian filter coffee decoction in US market

ID Fresh Food, the packaged fresh food brand, has entered into the US market with filter coffee. Launched in India and UAE in 2018, the Azim Premji-backed company has taken its ready-to-use South Indian filter coffee decoction to stores in US cities like San Francisco, Los Angeles, New York, and Chicago.

The filter coffee will be available in 30ml single serve sachets in the US market. The company is planning to ship 150 ml family packs to the US followed by exports to Canada, Australia, and South-East Asia markets.

Known for its idly, dosa and vada batter, ID had registered filter coffee decoction sales worth Rs 6 crore in India, UAE and US between September 2018 and March 2019.

Musthafa PC, co-Founder, ID Fresh Food, said, “We were waiting for the US FDA clearance to expand into the huge US market. Given the encouraging coffee sales in India and the UAE, we decided to take the plunge with our latest offering.”

“The filter coffee decoction is present in around 600 stores in the US. The aim is to reach 5000 stores in the next six months, clocking in monthly revenues to the tune of Rs 1 Crore. In India, we are expecting to touch Rs 300 crores from our coffee sales by mid-2020,” he added.

Besides expanding overseas, the company has also unveiled the filter coffee decoction in North India including NCR, Delhi, Ahmedabad, and Kolkata.