FOOD FAD - INTERVIEW
V ikas M ittal ,MD
McCain Foods India providing products that are “better for you” and “fun to eat”!
When you order for fries or potato smileys at a pizza parlor, there is a good chance that restaurant has simply opted to fry the contents of a McCain Foods pack. After all, it’s quicker, more convenient and economical to use the frozen fare than cook the potato marvels from scratch. McCain Foods India is banking on this convenience to hold on to its market share in the Rs 1,000 crore large market of organized frozen food market in India. Besides hospitality establishments, it has pegged its hopes on individual homeowners too. Vikas Mittal, MD of McCain Foods India tells Vinita Bhatia exactly how his company plans to do it.
Mr. Vikas Mittal, MD, McCain Foods India
VM: McCain strives to provide products that are 'better for you' and 'fun to eat'. We use advanced Individual Quick Freezing technology for food preservation, which helps lock the freshness and nutrition. This method increases the shelf life of perishable foods by subjecting them to temperatures of -18°C to inhibit the oxidative, enzymatic and microbial changes, which are responsible for the changes in the flavour and colours of foods. We also strive to use superior quality potatoes (high solid content, low on sugar and moisture) that are The organized frozen food market in India is estimated produced by making the use of best agronomy practices. These are seat over Rs 1,000 crore, consisting of non-vegetarian and lected at their peak of nutrition and flavour, quickly precooked and frozen, vegetarian options, and it Vinita Bhatia (VB): An increasing before there is any deterioration of is growing at a double digit number of people are reaching out CAGR for the period of 2013 to 2017. the food quality. to frozen food in Indian supermarkets. What is driving this accepWe use only 100% vegetable oils VB: The perception about readytance? in our formulations. These oils are to-eat/fry food is that it is unhealthy and loaded with chemicals. neither hydrogenated nor partially Vikas Mittal (VM): In the last few To what extent is this true? hydrogenated resulting in potato years, the lifestyle of Indian conproducts that are trans-fat free. 38
sumers have gone through a dramatic transformation shifting towards convenience food products, thus leading to growth in the consumption of frozen snacks. Today, consumers appreciate the benefit of creating a freshly made hot snack, in a matter of minutes (from the freezer to the plate), in addition to the convenience of refrigerating them for anytime use.
CaLDRON February 2014