UK-based Veetee plans health food biz foray

UK-based firm Veetee Fine Foods today said it is planning to make a foray into the health food segment in India with plans to launch ready-to-eat whole grains and soups.

"We are planning to position whole grains as health food and will launch brown rice garnished with European herbs like parsley, organo and thyme," Rachita Mittal, marketing manager, Veetee Fine Foods (India) told PTI.

Already, the company has launched Vetee gold brown basmati rice with zero cholesterol and low glycemic index, which is meant for diabetics. It is retailing the product through leading pharmacies like Apollo Pharmacy, Fortis Healthworld, Guardian Pharmacy and 98.4 degrees.

Mittal said the company will also introduce six to seven new dishes every month to its already existing ready-to-eat (RTE) portfolio.

Packed in microwavable pouches, the current range comprises 18 Indian curries such as aloo choley, dal makhani and three rice-based dishes (vegetable biriyani, cumin rice and pulao). These dishes have also been exported to countries such as the UK, Switzerland, US, Australia and Germany.

Veetee Fine Foods, which also exports basmati rice to over 50 countries, has already invested three million dollar in machinery and infrastructure. It has a manufacturing unit in Haryana with a capacity of two million pouches in RTE segment.

"We hope to sell the same number of pouches in the first year of operation in the country," she added.