MTR rolls out new logo, packaging

Integrated design consultancy Elephant has worked on the re-branding exercise.

MTR Foods, an Indian heritage brand owned by the Norwegian company Orkla Foods, which has been a synonym for appetising Indian food in an easy-to-use packaged format, has undergone a brand revamp with the launch of its new, contemporary logo and appealing visual identity created by the integrated design consultancy Elephant.

The aim of the re-branding exercise, which targets the urban working woman, is to signify the change in the brand's positioning from being a traditional brand to an innovative one, keeping in mind the changing tastes and preferences of its evolving target audiences and making it more relevant in the present day and age. And, its endeavour towards meeting this objective is evident through its user-focussed packaging communication and design for over 140 products and 350 stock-keeping units (SKUs) as part of its re-branding exercise.

The new logo and packaging will be effective immediately, with the new packs hitting the market in May. Interestingly, only the brand logo has been revamped as part of this exercise while its tagline 'MTR: Pure And Perfect since 1924' remains intact. Some of the products on which the new brand identity is visible are MTR Sambar Powder, MTR Bisibele Bhath Masala, and MTR Gulab Jamun.

As part of its growth strategy, the company has also announced the launch of a new e-commerce site called shop.mtrfoods.com, which will offer consumers easy access to the entire range of the company's more than 140 products.

Emphasising on the need for re-branding, Sanjay Sharma, chief executive officer, MTR Foods, says, "Today's consumers have evolved quite a bit, both in terms of their food preferences, as well as in their consumption patterns. They prefer Indian food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers."

Sharma goes on to say that the new brand identity represents the company's progress over the years, while this is just one step taken by MTR Foods towards getting ready for the future. He also hopes that this brand revamp is taken positively by consumers, and in the process, help the brand retain its value even with the new identity.

Atle Vidar, executive vice-president and CEO, Orkla Foods, adds, "Over the last three years, Orkla Foods has transformed into a leading Nordic branded consumer company that will play a more active role in partnering the growth of MTR Foods. We are very proud to be the owners of a brand like MTR and will continue to contribute to the growth of the brand with a seamless transition of best practices and consumer insights. The launch of the new brand identity reaffirms our symbiotic partnership and the path we are going to charter together."

MTR Foods, an ISO 22000 and HACCP certified company, is a subsidiary of the Norwegian conglomerate Orkla Foods. MTR claims that its diverse product portfolio, which includes breakfast, lunch, dinner, snacks, and desserts, covers every meal and occasion by blending authentic Indian flavours in modern formats.