25 Mar 2019

Modern Food Enterprises relaunches iconic brand in Lucknow with enhanced portfolio

  • Brings health and wellness products in Lucknow and neighboring markets; to increase retail outlets by 30% in one year

Lucknow, 25 Mar 2019: Modern Food Enterprises Pvt. Ltd. (MFEL) has today relaunched its iconic Modern brand with new brand positioning; brand identity; fresh, vibrant and contemporary packaging; and an enhanced portfolio of superior and healthier products in Lucknow.

The new Modern range will also be available across other key markets such as Kanpur, Barabanki, Ayodhya, Basti, Shahjahanpur, Sitapur, Lakhimpur, Gola Gokarannath, Palia, Prayagraj, Balrampur,
among others. Modern has a significant market share with around 2,400 retail outlets present in Lucknow and neighboring areas. The company plans to scale up its retail presence to over 3,200 outlets in and around Lucknow in the next one year.

Lucknow has a growing cosmopolitan population, which is today more health-conscious than ever before. Modern Food sees strong potential in the health and wellness breads category and as a leading industry player, it will spearhead the development of this segment.

Aseem Soni, Chief Executive Officer & Board Member, Modern Food, said, “We are thrilled to bring back the iconic Modern Brand with new offerings for the people of Lucknow and neighboring markets. So far, we have received an excellent response since our relaunch, reflected by volume increases in the markets where we have launched the new product range.”

“Our R&D team has given us an advanced portfolio of superior health and wellness products, which will provide impetus to our growth in the number of outlets in this market.” Soni further added.

The new portfolio features products such as Milk Plus bread enriched with calcium; Hi-Fibre Brown bread reinforced with premium wheat fibre; 100% whole-wheat bread; and new innovations such as
Multigrain Superseed Bread which not only has superseed sprinkles on top but even the flour is made of seven grains and contains Omega 3. All these products will be available in Lucknow market, giving the consumers a greater variety of tasty and healthier eating and snacking options.

Modern, has a legacy of over five decades and is the pioneer of the organized bread sector in India. The Everstone Group, a premier India and Southeast Asia multi-asset investment firm, acquired Modern Food from Hindustan Unilever Ltd. on April 1, 2016. Since then, Modern’s relaunch has been crafted with intensive effort and significant investments in manufacturing, as well as R&D at Modern’s innovation hub in Chennai, coupled with thorough efforts on consumer insights, strategy, and design.

About Modern Food Enterprises Pvt. Ltd
Established in 1965 by the Government of India, Modern was the first branded bread in India. In the following decades, Modern became one of India’s best recognized brands with a full range of white, sweet, health and wellness breads, as well as value-added bakery products such as rusks, cakes, muffins, buns, pavs and cream rolls. Modern Food’s bread and bakery products are manufactured and marketed nationally through a network of over 40 manufacturing plants and more than 80,000 outlets. In its new avatar, Modern wants its customers to ‘Thrive, and savour life to the fullest’ by helping them make smarter choices from its expanded range of healthy, nutritious and tasty bread and bakery products.

Visit www.modernfoods.co.in for more information.

About the Everstone Group
Everstone is a premier investment group focused on India and South East Asia, with assets in excess of US$5 billion across private equity, real estate, green infrastructure and venture capital. Everstone has a significant resource base across its 7 offices in Singapore, India (Mumbai, Delhi, Bangalore), London, New York and Mauritius, comprising best-of-breed investing, operations and strategic resources with significant experience and skills. For more information, visit www.everstonecapital.com.