iD Fresh Food is now offering pancake batter, moving into the breakfast space with a ready-to-pour, eggless, and clean-label option. It’s designed to give Indian families a quick, preservative-free way to enjoy pancakes.
iD, based in Bengaluru and known for its idli-dosa batters and parottas, is using its knowledge of fresh, preservative-free food to introduce two pancake variants: Classic (300g, ₹75) and Choco (300g, ₹120). Both are refrigerated and last for five days.
This move is aimed at city people who care about freshness but are also looking for speed. iD Pancake Batter is a fresh option compared to typical dry pancake mixes, using real ingredients, no artificial flavors, and a simple ready-to-cook format that takes just minutes.
The product will first be available on quick-commerce platforms in Bengaluru, Delhi NCR, Pune, and Maharashtra, before expanding to stores and national retail. This plan shows iD’s omnichannel approach and its increasing presence in India’s D2C market, where brands are increasing their reach through quick commerce and retail tie-ups.
Rajat Diwakar, CEO (India) of iD Fresh Food, says the launch fits with the brand’s clean-label promise: With iD Pancake Batter, we’re extending our dedication to purity and freshness to breakfast, where dry mixes have been the norm. As lifestyles change, people want products that are both easy and trustworthy.
This idea comes from iD’s “Transparency” campaign. Enakshi Dasgupta, Head of Product creation, said it came from families: kids wanted pancake batters, and parents wanted options that were fresh and simple.
For D2C brands in India, breakfast is a big chance for sales. iD’s move into ready-to-cook pancakes shows how fresh-food D2C brands can use their good name and distribution to move into related markets. By keeping the batters preservative-free and refrigerated, iD wants to stand out based on realness and taste, which suits consumers who care about health and families who want freshness and clean labels.
iD’s launch also highlights a broader trend in Indian D2C: brands that started online are using quick commerce, e-commerce, and retail to grow faster. iD’s initial focus on quick commerce makes sense for fresh batters and products with short shelf lives, offering quick delivery to consumers who want speed without losing quality.
While iD Pancake Batter is starting in a few big cities, it’s also a way to test expanding iD’s role in everyday meals beyond South Indian batters. If it works, it could lead to more fresh breakfast products across different types of food and places, supporting iD’s goal to be an food company that blends Indian food traditions with modern ease.
The launch keeps iD Fresh Food in line with families balancing time and nutrition, households trying global breakfasts, and quick commerce making fresh options possible. With prices, simple formats, and a focus on freshness, iD Pancake Batter aims to gain a share of India’s changing breakfast market while keeping its preservative-free promise.
