iD Fresh launches 'Twist & Spread Butterstick'

iD Fresh Food, India’s largest and most innovative fresh food brand, announced the launch of iD Twist and spread Butterstick – a cool product that makes spreading butter simpler and non-messy, is easy to store, and travel-friendly too. The product has been launched in all major key markets.

Inspired by the glue stick design, iD Twist and spread Butterstick packs in 50 gm of fresh, preservative-free butter in such a form that it softens quickly at room temperature. Spreading butter on toast doesn’t have to be a tedious, painful task anymore! And once over, you can refill the pack.

Speaking about the latest addition to the company’s innovative product portfolio, PC Musthafa, chief executive officer and co-founder of iD Fresh Food, said, “iD Fresh has always been at the forefront of innovation. Time and again, we have come out with some great products to help ease out our daily food requirements. Our vada packet or the very recent pour-to-perfection coffee liquid bottle, has been highly appreciated and accepted by the consumers at large. Now, with Twist & Spread butterstick, we want to make spreading butter easy. With a unique design, similar to that of a glue stick, consumers no longer have to worry about the butter being too hard or difficult to scrape with a butter knife. Rather with just a twist you’ll have your butter at room temperature and ready to spread. We have always taken our consumer feedbacks very seriously and based on that we were very keen to try something new for the Indian market. iD Twist and spread Butterstick is a labour of love and I’m excited to see how our consumers respond to it!”

As the company’s product portfolio continues to expand steadily, iD Fresh is targeting a revenue of Rs 700 crore in FY 23-24. Given that iD Fresh owns its entire supply chain, the brand is well equipped to exercise strict quality control and faster speed to market.

Rahul Gandhi, chief marketing officer, iD Fresh Food, said, “Butter is a kitchen staple, yet there are several consumer pain points that have been ignored for long. iD Butterstick seeks to address these everyday issues in an innovative manner. You can now effortlessly spread butter on toast without the fear of disintegrating the bread, or having to heat the butter knife to slice the butter. iD Butterstick ensures optimal butter spreading, without creating any mess. What’s more, it’s easy to store and is travel-friendly.”

Since its inception in 2005, iD Fresh has been at the forefront of innovation to revolutionize the way customers consume fresh food at home. Currently, the company caters to over 45 cites, across 30,000 retail stores in India, UAE and US.

Last year, iD Fresh raised INR 507 crore in Series D round of funding, in one of the largest deals in the food start-up space. The round was led by NewQuest Capital Partners, a global private equity firm focused on the Asia-Pacific region, along with the existing investor, Premji Invest.

The Bengaluru-based brand’s extensive natural and organic product range currently comprises Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Sandwich White Bread and Wheat Bread, Home style Wheat Paratha, Wheat Chapati, Soft & Creamy Paneer, Creamy Thick Curd, ‘Squeeze and Fry’ Vada Batter, customized blends of Instant Filter Coffee Liquid and Instant coffee powder.

iD Twist and spread Butterstick (50 gm) is priced at ₹ 69.