Godrej Tyson Looking to Enter Ready-to-Eat Segment

INDIA - Godrej Tyson Foods, the 49:51 joint venture company formed a year ago, is getting ready to unveil the US-based Tyson brand through the food services channel comprising institutional sales.
calendar icon 23 April 2009
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“We will launch the Tyson brand in the B2B segment as users of the food service channel are more familiar with the brand than the retail consumers,” stated Malik Sadiq, chief executive officer of Godrej Tyson Foods.

Currently with two brands under its fold — Yummiez and Real Good Chicken (RGC) — Tyson is being introduced through a co-branding initiative with the existing two brands rather than a standalone one at the retail level. Having entered the ready-to-cook segment under its Yummiez brand, the integrated poultry company is now poised to make a foray into the nascent ready-to-eat category in the near future.

“The ready-to-eat segment is a far younger market than the ready-to-cook segment. But we plan to enter this market within a year. The products will be made to cater to Indian taste,” claims Mr Sadiq.

Citing Business Line, Indiaretailing.com reports that further segmentation within its foods portfolio is also envisaged with region and age-specific items planned in the future. “There will be different kinds of segmentation within our portfolio. There could be more regional brands as well as different foods to cater to kids and adults,” he said.

Bringing in the Tyson brand and its portfolio of products that include chicken strips and nuggets in the ready-to-eat segment is also a strong possibility being explored by the company.

“The ready-to-cook segment is possibly growing faster than the ready-to-eat segment today. But like all nascent markets there is transition from raw to packaged ready-to-eat food. Today, we already have a range of finger foods under the Yummiez brand and intend entering the ready-to-eat segment as well,” added Mr Sadiq.

Meanwhile, there continue to be challenges in marketing its fresh packaged chicken brand (Real Good Chicken).

“Today, we are present in mostly all the retail chains such as Reliance Fresh and Spencer’s; development of cold chain facilities is an issue. While fresh chicken has huge potential, supply chain issues continue to pose a challenge for us,” he said.

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