iD Fresh Food has introduced a new ready-to-cook Pancake Batter, marking its entry into the broader breakfast category. The product extends the brand’s clean-label positioning into a segment long dominated by dry mixes and shelf-stable options.

The fresh batter—available in Classic and Choco variants—continues iD’s zero-preservative approach, offering an eggless, pourable format aimed at families and younger consumers. The company’s product team says the idea stemmed from behavioural insights around children’s growing involvement in home cooking and the need for convenient, minimally processed breakfast options.

“With iD Pancake Batter, we are extending our commitment to purity and freshness into a breakfast category that has largely relied on dry mixes. As consumer lifestyles evolve, th

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