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iD Fresh Launches Quirky Campaign ‘Vadasura’ to Celebrate India’s Obsession With Medu Vadas

Business Wire India

iD Fresh Vadasura
iD Fresh Vadasura

Food lovers and connoisseurs of Vadas across India have a new reason to celebrate as iD Fresh Food announced the first World Vada Day on August 8th, 2019. To celebrate this unique day, iD Fresh Food launched an online game featuring a fun-filled character they created called Vadasura who represents the food-loving Asura within all of us.

The aim of this entertaining and engaging game is to use the scroll keys to catch the Medu Vadas as they fall from the sky. The game will be available for a short period of time on a microsite which can either be scanned or directly accessed through a link - https://worldvadaday.idfreshfood.com/. High scorers on this game will win gift vouchers that can be redeemed for iD products.

Additionally, the food brand has collaborated with Standalone Modern Trade stores and modern trade stores for sampling and special offers for customers. They will also highlight this day through various online and social media engagements as well as the use of traditional branding and signage tools across physical stores.

Announcing the launch of World Vada Day Musthafa PC, CEO and co-founder of iD Fresh Food, said, “We choose August 8th as the perfect day to celebrate our love for Vada as the date 8/8 resembles two Medu Vadas stacked on top of each other. Additionally, monsoons are the apt season for deep fried indulgences and hence we decided to adopt this date as the ideal day to indulge in all things Vada including eating, shopping and gaming.”

He further added, “Medu Vada is one of the most popular and well-loved snack in India but making it at home is fast becoming a lost art as it is considered to be messy and time consuming. Today, people have ceased to make Vadas at home anymore. We at iD Fresh Food hope that by commemorating this day, we are able to remind people about the delectable joy and warm nostalgia that a plate of homemade Vada evokes in all of us.”

Medu Vada in all of its variations is one of the most popular snacks in India made from ground urad dal (black gram), chillies, ginger and other condiments. It is enjoyed as a breakfast treat, evening appetizer or even a just-like-that snack. For Vada lovers, who want to make this delicious snack at home iD Fresh has simplified the process with their natural vada batter in its innovative Squeeze-and-Fry packaging. Making perfectly shaped and delicious Vadas has never been simpler!

Since 2005, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, including Idly and Dosa batter, Ragi Idly and Dosa batter, Rice Rava Idly batter, Malabar Parota, Whole Wheat Parota, Whole Wheat Chapati, Whole Wheat and Oats dosa batter, Natural Paneer, Filter Coffee Decoction and the ‘Squeeze and Fry’ Vada Batter.

The company has evolved from making batter in a 50-sqft kitchen in Bengaluru to modernising food packaging and establishing its presence across India and UAE. iD Fresh’s USP remains its 100% natural, home-made style of preparation, without the use of any chemicals, preservatives, synthetic stabilizers, artificial colours, or flavours.About iD Fresh Food

Started in 2005, as a little establishment in the bustling streets of Bangalore, iD Fresh Food has come a long way and set several milestones along the way. Today, the company is funded by Premji Invest and Helion Venture Partners, and has a presence in 35 + cities across India and overseas, with a team of more than 1500+ employees. The company provides 55,000 kgs of Idly/Dosa batter per day, with other yummy products like Parotas, Vada batter, Chapati and paneer among others to more than 30,000 retail outlets. 

Earlier this year, iD Fresh, took the organic leap and is transitioning its entire product line and operations to organic. The company has been awarded certifications from the Agricultural and Processed Food Products Export Development Authority (APEDA), National Programme for Organic Production (NPOP), United States Department of Agriculture (USDA) and Jaivik Bharat, under the Food Safety and Standards Authority of India (FSSAI).

The company takes pride in its home-made style of preparation in ultra-hygienic factories with best-in-class food manufacturing and processing systems and state-of-the-art equipment to provide completely natural and preservative-free ready-to-cook food.


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