Future Consumer (FCL), one of the subsidiaries of Kishore Biyani-led Future Group has decided to have five Rs. 1000 crore plus food brands in their kitty in the next five years. FCL is present in foods, personal care, and home care products.
Currently, FCL has one Rs 1000crore plus brand in the food segment, Golden Harvest. According to her, other four food brands that can achieve the distinction are Tasty Treat, Karmiq, CleanMate and Dreamery. FCL has a total of 29 brands in its kitty. Out of this, 18 brands are in the food category and the remaining 11 are from personal care (PCP) and homecare categories. She also has a target to make it an Rs 20,000crore company from the current level of Rs 3,800-3,900 crore.
“Now, food is almost 90% of the business of Future Consumer, while the remaining 10% is from home and personal care. In five years down the line, it should be 80% foods and the remaining is from homecare and PCP,” told Ashni Biyani. Some of the non-food brands of FCL are: Kara, Swiss Tempelle, Think Skin, TS, CleanMate, CareMate, Pratha, and Prim.
Elaborating about its entry into new areas of foods, she said some of the first-of-its-kind products that are planned to be launched this year are no-sugar tomato ketchup and a multi-grain bhujia pack. “Building a range of bakery products will be a key focus area for Tasty Treat in 2019-20, with brownies, tea cakes, macaroons, Italian biscotti, Swiss rolls, bar cake, doughnuts, garlic bread and croutons at various stages of product development, formulation and sensory trials going on. This will be part of the drive to make it Rs 1000 crore. Now it is Rs 200 crore brand,” Biyani said.
Besides, Tasty Treat will be extending its range of Marie biscuits with Ginger Marie, Ultra-slim Marie, Vita Marie, and a five-grain digestive product. Tasty Treat is currently present in biscuits and wafers, Indian snacks such as a wide range of namkeens, bhajis, chips and mixes, ready-to-cook snacks such as pasta and vermicelli noodles, a few key sauce categories like tomato ketchup, vinegar, red and green chilli sauce, frozen foods such as hash browns and flavoured cheese poppers, candies and Indian sweets and fruit drinks such as Aam Panna, guava, mango and pomegranate.
According to her, currently, 75-80% of the revenue of the company is coming from own retail channels and the rest 20-25% is generated from outside Future Group. “In organized retail, we are only second to Britannia in biscuit category,” she added.