Getting inside of the package as much as the outside of it

By 19 Feb 2019

Using Mintel New Global Products Database (GNPD), Ranjana Sundaresan, senior food and drink analyst, Mintel, highlights some of India’s recent food and drink launches that retail in innovative packaging formats

Lucious – Goat meat biryani cut, iD – Traditional filter coffee decoction, TBH Gourmet - crispy beetroot chips, Banshi Organic – Vedic A2 cow ghee Te-A-Me – Ice brews freeze lychee tea (clockwise)

Licious – Goat Meat Biryani Cut
The meat product by Delightful Gourmet claims to be sourced responsibly from goats who are raised with care, free of chemicals and GMO. The halal-certified product retails in a 506g pack, which is said to lock in natural flavours and nutrients and helps prevent the growth of fungus, mould and spoilage bacteria. The primary packaging is gravure printed flexible sachet pack. The secondary pack is a tuck-in corrugated carton printed using the litho process.

iD – Traditional Filter Coffee Decoction
iD Fresh Foods recently launched the ready-to-use filter coffee decoction. The product is said to offer authenticity concerning taste for people who prefer filter coffee over instant, but don't have the time or know-how to make the decoction. It retails in a multi-laminate flexible stand-up pouch and has a plastic spout with a screw thread cap and enables ease of pourability. The gravure-printed 150 ml pack features preparation instructions and provide about 10 cups of filtered coffee.

TBH Gourmet – Crispy Beetroot Chips with Mediterranean Sea Salt
These vegetable chips by To Be Healthy Foods are said to be vacuum fried and claim to contain 50% less oil than regular chips to retain nutritional quality and enhance colour. The product retails in a reclosable zip stand-up pouch. The pouch is comprised of a flexible multi-laminate material and printed using the gravure process.

Banshi Organic – Vedic A2 Gir Cow Ghee
The artisanal ghee is said to be handmade and claims to retain all essential nutrients. The ghee claims to be from desi, grass-fed cow’s milk and has A2 beta casein protein which is linked to digestive health. The ghee is packed in a tamper-evident 500ml glass jar and features a wrap-around litho-printed label. It has an overwrap fabric to lend an authentic look to the brand.

Te-A-Me – Ice Brews Freeze Lychee Tea
Madhu Jayanti has introduced this cold brew tea range Te-A-Me Ice Brews which can be brewed in minutes using cold water and requires no boiling. This tea is said to be free from added sugar, GMOs, gluten and artificial colours. The product retails in a primary pack containing 18x3g pyramid tea bags in a metallised film sachet. The secondary pack is plastic lined litho printed carton and to elevate the design the carton features embossing.

Mintel Global New Products Database (GNPD) is committed to delivering the highest quality, detailed data on new product launches in the food, drink, beauty, health, and personal care industries, among others. Mintel GNPD combines local and global expertise in 62 countries and tracks packaging-specific characteristics from products around the world to drive the competitive innovation process. 

The products featured in this article were selected by Ranjana Sundaresan, senior food and drink analyst, India, Mintel. For more details, visit



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