Heritage foods, owner of retail chain Fresh @ has added a new dimension to its retailing strategy. The company told us that they have readied a host of products – Flavored milk, Butter, Ghee, Ice-Cream, Paneer and Curds in Cups similar to those being sold in the western markets as Yogurt [can be used as a dessert].
Mr. M S Rao, President of Heritage Foods said,
We are going to sell these products through our Fresh @ outlets and multi-outlet supermarket chain such as Reliance Retail. We would also sell to other interested retailers through our distributors. We have been selling some of these products in a small way in certain pockets. But what prompted us is our retail reach and increasing demand for milk in longer shelf life formats.
The company will first roll out these products in all its 40 Fresh @ retail stores by the end of this month. The company wants to strengthen its base in the markets of Andhra Pradesh, Karnataka and Tamil Nadu.