Packaged food company MTR has expanded its breakfast portfolio with the launch of ‘Breakfast in a Cup’ range that includes popular dishes ‘upma’ and ‘poha’.
The breakfast range of products is available in 80 gm cups priced at Rs 45 each. To support this launch, MTR would be looking at a high-decibel media campaign and aggressive sampling. “We have done extensive research on the breakfast meal occasion and we realised that though breakfast is important, many people, especially the youth, end up sacrificing the meal due to paucity of time. We have been working on launching the perfect product that ensures quick wholesome breakfast for busy mornings without compromising on the great Indian familiar taste that everyone loves,” said Vikran Sabherwal, vice president – marketing at MTR Foods.