Modi Naturals Ltd., a leading FMCG organisation, known for its edible oil brand Oleev, recently launched a pasta range under their healthy food brand, Oleev Kitchen. It is the second product range under the brand launched in the second half of last year. The launch also reaffirms the legacy brand’s belief of ‘good health and proactive living’ by offering healthier products with no compromise on taste to appease the Indian palate.
The pandemic-induced lockdown saw Indian households experiment and reinvent their culinary habits and lifestyle. Taking this opportune time, Modi Naturals conducted a study with Kantar Worldpanel that shared insights on the growing positive mindset about healthy eating conscious cooking but with lesser time consumption. It gave birth to the idea of expansion in the Ready to Eat (RTE) and Ready to Consume (RTC) categories and paved the way for the company to enter the segment.
Oleev Kitchen Pasta is made with whole wheat – no maida has been used. The Pasta variants include 100% Durum Wheat Pasta, Premium Durum Wheat Fusilli Pasta, and Premium Durum Wheat Penne Pasta. With 0% Cholesterol, 0% Maida and no trans-fat, the pasta is 100% Vegan, rich in protein, and a significant source of Fibre.
To further expand into the RTC/E segment, the company has a robust plan to invest upto Rs 100 cr over the next few years. With peanut butter & pasta product ranges under their belt, the company further plans to launch new products and categories that will leverage their FMCG distribution in General Trade and Modern Trade stores and ecommerce. They have also roped in Chef Kandla Nijhowne, Masterchef finalist, to launch the food products range.
On the occasion of the launch, Akshay Modi, Managing Director, Modi Naturals, said “Our strategy is to have a wider portfolio of products in the food category to span the three vectors of health, taste, and convenience. It is aligned with our mission to occupy a higher share of ‘center of plate’ products in the category, and we would see more launches in this space. We have plans to expand into categories with a high potential for scalability.”
Currently, the two products are available in the price range Rs 120 onwards for 400grams.
Modi Naturals has been continually evolving in the health and wellness space ever since 1974. In 2012, Modi Naturals Ltd. launched the brand Oleev to consolidate its position in the healthy cooking oil market. The brand comprises multisource edible oil and pure range olive oil products like Oleev Pomace olive oil, Oleev Extra light olive oil, Oleev Extra virgin olive oil, and its flagship product Oleev Active.
In 2015, the company launched Olivana Wellness, a versatile oil used for cooking, hair, skincare, and baby care. Olivana is made with selected olives imported directly from Spain, Italy, and other Mediterranean countries. It celebrates the richness of Vitamin E and Provitamin, making it a multi-purpose oil.
In 2018, the company forayed into the ready-to-cook food segment with PIPO Popcorn and unique Taste Bomb sachets inside with exciting flavours Peri Peri, Tomato Salsa, Cheese Burst, Desi Cocktail, to suit the Indian palate better compared to the regular butter/cheese flavours available in the market.