Ruchi Soya extends Nutrela into table spread category
Ruchi Soya Industries, makers of refined oil brands like Ruchi Gold, Sunrich and Nutrela have made a foray into bread spreads with the launch of Nutrela Premium Table Spread.
This offering competes in the same space of butter and cheese spreads, which have well entrenched players like Amul and Britannia in the space. Nutrela table spread tastes similar to butter, but is lighter as it has zero cholesterol and no trans fats.
Talking about the opportunity that the category offers, Sarvesh Shahra, business head, consumer brands division, Ruchi Soya Industries said: "Health is increasingly becoming a matter of concern among Indians and people are look for healthy solutions everywhere. We are already the largest producers of soya chunks and granules. When we were thinking of categories to enter, we found a good opportunity in the health space."
The table spread market according to Shahra is growing at 10% per annum and as the market grows there is enough space for more brands to enter. The table spread space comprises of butter and margarine at this point.
Ruchi Soya is doing a number advertising activities across outdoor, radio and digital to spread awareness for Nutrela table spread in Mumbai. For one of the activities that the brand tied up with PVR cinemas to offer popcorn made in Nutrela table spread to lucky customers who could locate the winning coupon under their chair.
According to Sandipan Ghosh, AVP- marketing, consumer brands division, Ruchi Soya Industries: "customers could not make out the difference at all and didn't know that the popcorn was cooked in Nutrela table spread."
The product will currently be available in metros and Tier 1 cities. Word for the product is also being spread through sampling and school contact programs.