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Godrej Tyson Foods Ltd (GTFL), a 49:51 joint venture between Godrej Agrovet and the US-based Tyson Inc, is looking to enter the breakfast segment with an array of cold cuts, primarily sausage and salami variants.
Cold cuts refer to pre-cooked/cured meat – mostly sausages, meat loaf and so on, that can be sliced and served.
While Godrej Tyson through its “Yummiez” brand is a dominant player in the frozen and ready-to-cook segment; the breakfast category will see the “re-launch” of its cold cut segment.
According to Arabind Das, Chief Operating Officer, GTFL, pricing will be in the “affordable segment” and target the “breakfast on the move” or office going customers. “The idea is to bring more variety in the segment. Our target customers are those on the move,” he said.
Breeding units Das was in the city for the launch of GTFL’s two new snack variants – “Mumbai Vada” and “New Chicken Nuggets” – under the Yummiez brand.
Currently, the company has two poultry breeding and hatchery units – one in Maharastra (near Nashik) and another in Karnataka (near Bangalore).
The two processing units, each with a capacity of 88,000 birds per day, are also located in this region.
Infrastructure addition Targeting an entry into 100 cities over the next two to three years, GTFL is looking to invest approximately ₹10 crore in back-end infrastructure. Back-end infrastructure addition involves providing cold storage facility – chillers and freezers – across points-of-sale. These include both modern or organised retail outlets and kirana (neighbourhood retail) stores.
“One of the major problems in the frozen food segment is the absence of cold storage. These facilities need storage at -20 degree Celsius, and most kirana stores don’t have it. Hence, we’ll invest in back-end infrastructure,” he said.
Over the last two years, GTFL has spend approximately ₹7 crore to set up a network of such back-end infrastructure.
As on September 2014, the company through “Yummiez” had a presence in 68 cities and 5,000 point-of-sales.
Apart from frozen or ready-to-cook products, Godrej also sells processed poultry through the “Real” brand.
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