30, 2018 – Mrida, a Social
Business Venture focused on building sustainable and scalable business models
aimed at holistic rural development at the bottom of the pyramid has signed
an MoU with FreeFrom Hungary Ltd (FFH), a Hungary based producer of Glulu’s FreeFrom biscuits and
snack products. The joint venture will have Mrida and FFH working together for
R&D to prepare a new range of Free From cookies with a focus on
Gluten-q-free, Dairy free, Egg-free and Sugar-free products, from different
kind of millets, amaranth & Pre-mixes. The speciality of the products is,
that they are suitable for people with high food intolerances.
food industry and will remain so in the foreseeable future. Official research
predicts double-digit growth rates in most countries. In 2016 a record 12% of
all new products launched in Europe were labelled “Gluten-free”. In Europe as a
whole 6% of all new products were labelled as “vegan”, 9% in the UK, 14% in
Germany. Similar growth rate is predicted in the center and eastern part of
Europe. In India the Gluten-free diet is still not very popular, but there is a
huge potential in the constantly growing vegan market.
two companies also envisages Mrida providing their current range of cookie
pre-mixes to FFH for R&D purposes and exploring market for these. Mrida
produces cookies and snacks under Earthspired,
and wellness brand, which creates market linkages for small and marginal
farmers and promotes women’s empowerment and livelihoods.
development of a range of products to test-market in Hungary and then explore
the possibility of creating a joint brand for the new products. In addition,
the MoU will also look at synergies of sales and distribution of the products
of each individual company or jointly developed products in Hungary, EU, India
and across the globe.
constantly on the lookout for linkages with like-minded organizations – those
that believe in working in the categories of rural development, health and
nutrition. We are very fortunate to enter into an MoU with FreeFrom Hungary
Ltd. and this will help us understand the booming EU market and jointly develop
healthy options accordingly. This partnership will also look into introducing
Glulu products in India”, says Arun Nagpal, Co-Founder and CEO, Mrida Group.
technical support provided by Mrida for processing and product development and
will also support cultivation in Debrecen, Hungary. In addition, FFH will
provide infrastructure support and market linkages required for test trials and
R&D in Hungary and nearby markets. The MoU will jointly look at supply
chain development, processing and product development, product testing,
packaging, market testing, validation and development of business plans.
closely with Mrida to build a wider range of Free From products under our joint
brand. In addition, we are looking at sourcing a variety of millets and
amaranth from Hungary. Mrida, with their expertise in this field will be
able to help us in this endeavour. We look forward to working with Mrida
closely and taking this relationship further in the future.”, says Lilla
AsztalosnéProkisch, Product developer and Founder, FreeFrom Hungary Ltd.