Magazine
Food processing is simply the process of transforming agricultural products into perfectly good food. Owing to the variety of food products that India harvests and processes for consumption, the food processing industry is a significant part of the FMCG sector. The availability of promising infrastructure and India's diverse agro-climatic conditions majorly favor the bulk production of food ingredients. This has also helped the Indian food processing industry to grow into the worlds’ fifth-largest. This industry is likely to survive all seasons due to the rising incomes and growing demand for healthy, packaged foods. As part of the Make-In-India initiative, Cropino is serving everything from breakfast to table sauces and has adopted American recipes considering Indian taste and preference.
“With the changing lifestyles, the breakfast cereal segment is showing slow yet steady growth, primarily for peanut butter. The bakery and snacks industry is dominated by small and medium players and a handful of large firms. Cropino is here to serve from the breakfast segment to table sauces with Make-In- India concept”, speaks Yagnesh Patel, Director, Cropino.
Addressing Consumers’ Varying Needs
Consumers have become more health-conscious which has led them to make more informed choices when it comes to packaged foods. Cropino's product line also includes 100 percent organic peanut butter in addition to custom-blended flavoured nut butter. They recognize that
everyone's dietary needs are different so they've eliminated refined sugars and oils. Vegan, gluten-free, and naturally sweetened products are also available.
Three varieties of peanut butter are available: Honeyed, creamy, and crunchy Cropino also have Chocolate Peanut Butter, which is a great substitute for sugary chocolate spread as it is free of dairy and refined sugar. As a result, their team has been able to take a more strategic approach to product development. They will also obtain international norms and certifications for manufacturing facilities such as Kosher, Halal and others.
To differentiate themselves in a sea of countless new products, the firm has created a diversified product portfolio apart from peanut butter and this includes mayonnaise, dressing and sauces to name a few. Also, while the majority of the market use soya oil in mayonnaise and dressings, Cropino uses sunflower oil in their products. Over the years, Cropino has also been able to hold a commendable size of the market when it comes to Horeca packing and they are doing the labeling for some of the top brands in the peanut butter segment.
“Apart from custom blended flavored nutbutter, our product line includes 100 percent and organic peanut but- ter as well. We understand that individual dietary needs are varied. So, we eliminated the refined sugars and oils completely. Our product line also includes vegan, gluten-free and unsweetened products”, shares Yagnesh.
Initiated in 2021 with two versions of peanut butter creamy and crunchy, as well as chocolate hazelnut, Cropino has incorporated a few more sauces, dips, and dressings in a short period of around six months. They also offer thirdparty manufacturing, intending to meet higher volumetric orders for private labelling, B2B, and exports, as well as distribution channels, modern trade, and online sales. Cropino is the first firm in India to introduce spout packets in the Peanut Butter market and is also a company with an inhouse production facility that complies with international food and safety regulations.
Cropino is the first firm in India To introduce spout packets in the Peanut Butter market and is also A company with an in-house Production facility that complies With international food and Safety regulations
Cropino now positions itself as a prominent food brand with a footprint across India and plans to expand into the global market. The company has already begun operations in several parts of India, with plans to expand the mother factory in the next six months to serve the domestic and international markets for B2B and private labelling while adhering to international food safety requirements.
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