How Cargill India Has Ventured Into Health and Wellness Segment
As consumers are becoming more health conscious, the demand for a healthy alternative to food and food ingredients is increasing. Many businesses are trying to tap these consumers by rolling out new products. The recent addition to this is Cargill India, part of the US food major Cargill.
The company is a leading edible oil player in the country and has cooking oils such as Nature Fresh, Gemini, Sweekar, Leonardo olive oil and Rath brands under its umbrella.
Cargill India has expanded its edible oil portfolio by introducing a healthy variant of its blended cooking oil. The company launched 'Nature Fresh Acti Heart' cooking oil, blended equally with Canola and rice bran oils. Acti Heart contains the ideal Omega 6-Omega 3 ratio, a higher proportion of beneficial monounsaturated fatty acid, and is fortified with vitamin A, D and E.
Catering To Health and Wellness Segment
India currently consumes 20,000-25,000 tonnes of healthy oil a month, of which blended oil constitutes nearly half. Cargill is targeting a market share of 10 per cent in this premium segment in the next two years. Healthy oil segment grows faster at over two times than the normal oils.
Milind Pingle, Director (sales and marketing), Cargill's food business in India, said, “We are expanding our offering in health and wellness segment in edible oil category. This cooking oil will help cope with a sedentary lifestyle which makes one prone to obesity and heart diseases."
Cargill has also recently partnered with Safal, Mother Dairy’s retail network of fresh vegetables and fruits. The company will sell its Nature Fresh Sampoorna brand wheat flour.
“Safal is our new channel partner. The fact that fresh atta is being sold with fresh vegetables is giving us a boost brand-wise,” Pingle said. The company has also entered other wheat products such as daliya and maida.
Apart from consumer brands, Cargill's food business in India offers a variety of food ingredients solutions for bakery and food manufacturers through B2B business.