Weikfield Foods exploring campaigns similar to its lie detector test ads: CEO D.S. Sachdeva
Weikfield Foods, which released a campaign last month with a lie detector test to testify the healthier ingredients in its pasta, will explore similar options to communicate about its other brands as well, the company’s chief executive officer D.S. Sachdeva, told ET in an interview.
“Wherever we can, we would like to dispel the negative connotation certain categories of packaged foods come with,” he said.
The maker of pasta, dessert mixes, corn flour and baking powders, recently introduced its pasta fortified with iron and other nutrients, to communicate which, Sachdeva went through a lie detector test. The consumer campaign, which was aimed at “dispelling the perception that pasta is junk food”, generated two million views on YouTube, according to the company.
Sachdeva said the company is in the process of exploring how it can fortify its other products.
“ There is a huge opportunity for us to bring newer products. These could be convenience foods or more international cuisine brands,” he said, adding that the company’s R&D team is in various stages of development.
The organised Indian pasta market, estimated at Rs 500 crore and growing in double digits, is led by Nestle, Bambino and Weikfield.
Sachdeva said Weikfield is now the third largest pasta player in the category, moving from sixth position three years back.
Other than Weikfield, the company’s other brands include Eco Valley tea, mushrooms and oats, and Chef’s Basket condiments and sauces.
Packaged foods companies are accelerating measures to either fortify their products with higher number of nutrients, associating with nutritionists, or creating communication to change perceptions about categories like noodles, pasta and chips.
These developments come at
