Brands
DSM Fresh Foods steps into ready foods with Avyom acquisition
MUMBAI: DSM Fresh Foods Limited has cooked up its next phase of growth. The ZappFresh parent has approved the acquisition of a 51 per cent controlling stake in Avyom Foodtech Private Limited, marking its formal entry into the fast-growing ready-to-eat and ready-to-cook foods space.
The move signals a clear shift from being a fresh foods specialist to becoming a broader food solutions player. Through this acquisition, DSM Fresh Foods gains immediate access to processed foods, export-ready infrastructure and a running manufacturing operation, without the long wait or heavy costs of building from scratch.
The deal involves a cash infusion of around Rs 7.5 crore by DSM Fresh Foods through a preferential allotment of shares in Avyom Foodtech. The structure allows room for future strategic investors at the Avyom level, ensuring long-term alignment while keeping growth capital flexible and disciplined.
As part of the transaction, Avyom Foodtech has entered into a binding agreement to acquire the operating business of Ambrozia Frozen Foods through a slump sale. The acquisition brings with it about five acres of land, a fully functional food processing facility and plant and machinery, along with identified liabilities such as bank borrowings and trade payables. Funds will be deployed in phases in line with the business transfer plan.
The strategic appeal is straightforward. DSM Fresh Foods steps straight into high-demand RTE and RTC categories, gains access to FSSAI-approved manufacturing and taps into export markets from day one. The acquired business has historically clocked peak annual revenues of about Rs 16 crore, offering a ready base for scaling up.
Commenting on the development, DSM Fresh Foods managing director Deepanshu Manchanda, said the acquisition marks a turning point for the company. He noted that buying a running, compliant and export-ready operation sharply reduces execution time while strengthening unit economics and long-term value creation.
Avyom Foodtech, incorporated in 2022, is engaged in manufacturing and exporting a wide range of ready-to-eat and ready-to-cook products including frozen foods, snacks, gravies and sauces. Ambrozia Frozen Foods, whose business is being acquired, operates an export-compliant facility with a capacity of around 15 tonnes per day and a portfolio of over 150 SKUs. Its customer list spans institutional buyers and QSR players, with exports to Canada, the UK and the UAE.
For DSM Fresh Foods, best known for its technology-led approach to sourcing and delivering quality meat and food products under the ZappFresh brand, the deal adds a new layer to its story. Fresh may still be its foundation, but ready food is now firmly on the menu.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
