CaLDRON February 2014 - Valentine's Day Special | Page 38

FOOD FAD - INTERVIEW

V ikas M ittal ,MD

McCain Foods India
providing products that are “better for you” and “fun to eat”!

When you order for fries or potato smileys at a pizza parlor, there is a good chance that
restaurant has simply opted to fry the contents of a McCain Foods pack. After all, it’s quicker, more convenient and economical to use the frozen fare than cook the potato marvels
from scratch.
McCain Foods India is banking on this convenience to hold on to its market share in the Rs
1,000 crore large market of organized frozen food market in India. Besides hospitality establishments, it has pegged its hopes on individual homeowners too. Vikas Mittal, MD of
McCain Foods India tells Vinita Bhatia exactly how his company plans to do it.

Mr. Vikas Mittal, MD, McCain Foods India

VM: McCain strives to provide products that are 'better for you' and 'fun
to eat'. We use advanced Individual
Quick Freezing technology for food
preservation, which helps lock the
freshness and nutrition. This method
increases the shelf life of perishable
foods by subjecting them to temperatures of -18°C to inhibit the oxidative,
enzymatic and microbial changes,
which are responsible for the changes
in the flavour and colours of foods.
We also strive to use superior quality potatoes (high solid content, low
on sugar and moisture) that are
The organized frozen food
market in India is estimated produced by making the use of best
agronomy practices. These are seat over Rs 1,000 crore, consisting of non-vegetarian and lected at their peak of nutrition and
flavour, quickly precooked and frozen,
vegetarian options, and it
Vinita Bhatia (VB): An increasing
before there is any deterioration of
is growing at a double digit
number of people are reaching out CAGR for the period of 2013 to 2017. the food quality.
to frozen food in Indian supermarkets. What is driving this accepWe use only 100% vegetable oils
VB: The perception about readytance?
in our formulations. These oils are
to-eat/fry food is that it is unhealthy and loaded with chemicals. neither hydrogenated nor partially
Vikas Mittal (VM): In the last few
To what extent is this true?
hydrogenated resulting in potato
years, the lifestyle of Indian conproducts that are trans-fat free.
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sumers have gone through
a dramatic transformation
shifting towards convenience
food products, thus leading to
growth in the consumption of
frozen snacks. Today, consumers appreciate the benefit
of creating a freshly made hot
snack, in a matter of minutes
(from the freezer to the plate),
in addition to the convenience
of refrigerating them for anytime use.

CaLDRON February 2014