BigBasket and iD Fresh Food partner to launch ‘iD Fresho’

NEW DELHI : Packaged foods company iD Fresh Food and online grocery retailer BigBasket have launched a co-branded label, ‘iD Fresho’, which will sell iD’s idly-dosa batter and ready-to-cook parotas. The move will help iD expand its direct-to-consumer business and reach a million households in India.

Fresho is BigBasket’s private label; the retailer sells snacks, cakes and breads under the label.

Consumers will get access to a much wider range of products as a result of this partnership, many of which will be launched under the iD-Fresho range in the coming months. The partnership will also enable wider availability of the iD-Fresho range across geographies, the two companies said.