Agro Tech plans to foray into health food sector

HYDERABAD: Agro Tech Foods, a subsidiary of the US-based food major ConAgra Foods, is planning to enter into health food category. As part of this plan, the company will be test-marketing a new brand in the low glycemic index food category by the end of this year. ���

We have developed an active ingredient that will help reduce sugar levels. However, we are yet to decide on brand positioning. Probably, we will introduce it as a nutritional supplement,��� said Utpal Sen Gupta, president of Agro Tech Foods.

In fact, the company had test-marketed ���sugar control atta��� containing the patented technology under the brand name Healthy World a few years ago in Hyderabad. ���At that time, we positioned it as a mass-market atta brand and found that it was not successful.

This time, we are not planning to market it in the form of atta. Instead, it will be a special food product catering to a niche market segment,��� he told ET. The company, which currently markets Sundrop, is also looking at expanding its edible oil portfolio. It is planning to introduce a diglyceride oil (DAG) brand in the market. ���

All other oils in the market are based on triglycerides (TAG). DAG oil is metabolised in a way so that less fat is stored in the body. The oil, derived from soy and canola oil, will help reduce cholesterol,��� he said.

However, the company is yet to conduct a market study on the feasibility of marketing this kind of oil, popular in Japan and the US.

���Indian market is still price-sensitive. Considering that 1 litre of DAG oil will cost over Rs 300, it may take some time for us to bring this brand to India,��� he said.