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The TransparenSee campaign was conceived by the brand to create awareness about eating clean, fresh, and preservative-free food
On the occasion of World Idli Day and as part of its annual TransparenSee initiative, iD Fresh Food, unveiled its new packaging. The TransparenSee campaign was conceived by the brand to create awareness about eating clean, fresh, and preservative-free food while encouraging greater transparency across the packaged food industry.
As part of the campaign, renowned voices including Chitwan Garg- Nutrition Coach; Leema Mahajan- nutritionist & hormone health coach; Dr Manan Vora- orthopedic surgeon & health educator; Meghna Kamdar- chef, Rohan Sehgal- creator of the sugar spike show and Sonia Narang- certified nutritionist were invited to iD Fresh’s batter facility in Anekal, Bengaluru.
PC Musthafa, Global CEO and Co-founder, iD Fresh Food, said, “With TransparenSee 2026, we wanted to go beyond showcasing our processes and invite credible voices to experience and question them firsthand. With our new packaging, we are making a conscious choice to put honesty first, so that consumers don’t have to search for what goes into their food but can see it instantly.”
Gaurav Kwatra, CMO, iD Fresh Food, said, “In a world where consumers are increasingly conscious about what they eat, transparency cannot be an afterthought. It has to be the starting point. With our new packaging, we are taking a step forward by bringing ingredients to the front of the pack, making information simpler, clearer, and instantly visible.”