In celebration of World Idli Day, iD Fresh Food, India’s leading fresh food brand, has launched a fresh initiative that combines innovation with transparency. The brand unveiled a bold, minimalist new packaging design as part of its ongoing TransparenSee campaign, underscoring its commitment to authenticity and clean, preservative-free food. The new packaging, which will be available for a limited two-week period, offers consumers a glimpse into the company’s values, with key messages like “No Soda,” “No Preservatives,” and “Untouched by Hand,” ensuring a clear representation of iD’s promise to deliver fresh and natural products.
The TransparenSee campaign has been at the core of iD Fresh’s commitment to transparency. The company has consistently opened its doors to consumers, inviting them to take a closer look at its production process. In previous years, iD Fresh live-streamed factory operations and even welcomed grandmothers to inspect their production methods. This year, the brand took a significant step forward by inviting an entirely new group of auditors—schoolchildren.
These young, inquisitive students were invited to iD’s state-of-the-art factory to witness firsthand how their food is produced. The children had the opportunity to ask challenging questions and engage in conversations with company leadership, further strengthening the brand’s commitment to openness and quality assurance. Their insightful observations and queries reinforced iD Fresh’s position as a brand that takes transparency to heart.
This year’s campaign goes beyond just bold packaging. In a first for the brand, iD Fresh has included a scannable code on the packaging, which leads consumers to a video tour of its factory. This initiative allows customers to see exactly how their food is made, showing the clean, hygienic, and preservative-free production processes that make iD Fresh products stand out in a crowded market.
As consumers become more discerning and demand clearer information about the food they consume, iD Fresh’s TransparenSee initiative offers an easy, accessible way to build trust. By pulling back the curtain on its production, iD Fresh is not only meeting the demand for transparency but is setting new standards for the food industry, particularly in the fresh food sector.
The new factory tour, which saw over 50 schoolchildren taking part, was a defining moment for iD Fresh. The children, who represent the changemakers of tomorrow, took on the role of inspectors with earnestness, asking thoughtful and sometimes tough questions about food production. Their engagement created an atmosphere of curiosity and critical thinking that pushed iD Fresh to reflect deeply on its processes.
PC Musthafa, CEO and Co-founder of iD Fresh, spoke about the experience, saying, “Having young minds audit our factory was an incredibly enlightening experience for us. They questioned us in ways we had never been questioned before. Their natural curiosity and enthusiasm for clean eating were contagious, and it was inspiring to see how much they understood about food labels, preservatives, and quality assurance. Their input during the Q&A sessions was invaluable, and we were able to use that feedback to reflect on and improve our own practices.”
At the heart of the TransparenSee initiative is iD Fresh’s core belief in providing food that is simple, clean, and free from harmful additives. The company’s flagship products—including its popular idli and dosa batter—are made using natural ingredients, prepared in a way that combines tradition with cutting-edge technology. By staying true to its commitment to preservative-free food, iD Fresh sets itself apart from other brands in the market, offering a product that families can trust.
Gaurav Kwatra, the company’s CMO, emphasized this point, saying, “Consumers today expect more transparency, especially when it comes to what they eat. This new packaging is not just about a visual makeover—it’s about reaffirming our ongoing promise to deliver food that is 100% natural, chemical-free, and authentically made. By offering a window into our factory processes through the scannable code and showing our commitment to transparency, we aim to build deeper trust with our customers.”
iD Fresh’s TransparenSee campaign isn’t just a one-off marketing effort—it’s a long-term commitment to the future of food transparency. As part of its larger mission, iD Fresh is advocating for cleaner, preservative-free labeling throughout the food industry, hoping to inspire other companies to adopt similar practices. The brand continues to innovate by combining modern production techniques with traditional recipes, ensuring a product that is not only delicious but also safe and wholesome.
The limited-edition packaging is more than just a design shift—it’s a statement. By giving consumers an inside look into how their food is made, iD Fresh is encouraging an industry-wide conversation about clean labels and food authenticity. With the scannable video tour, the company makes it easier than ever for people to understand exactly what goes into their food and how it’s produced.
The push for clean labels and food transparency is gaining momentum across the world, and iD Fresh is at the forefront of this movement. By opening its doors to young auditors and allowing consumers to experience the factory process through modern technology, the brand is helping to create a new standard for food production.
With its bold new packaging and continued efforts to engage the public, iD Fresh is showing that transparency in the food industry is not just a trend, but a necessary evolution. The brand’s ongoing dedication to quality, freshness, and honesty ensures that it will remain a trusted name for years to come.
