An imported brand of Custard Powder happened to be one of the lots the Malhotra family purchased as auctioneers in 1955. Since the product was in good demand from schools, hotels and bakeries, Shri. S. P. Malhotra decided to start manufacturing it, laying the foundation for what was to become the Weikfield we know and love today. Weikfield was the first to introduce the 10 lb and 25 lb packs to institutional buyers and the 113 gram packs to mothers and housewives for their smaller consumption requirements.
As a brand that was focused on manufacturing western desserts, Jelly Crystals was an obvious next step for the company. With the addition of this product, Weikfield added to its western desserts range, which had good demand in India.
With the western culture catching on in India, the popularity and demand for western fast foods such as sandwiches and burgers was growing. Weikfield developed its Mustard Powder, in collaboration with the Central Food Technology Research Institute (CFTRI), to keep up with this new trend and make the most of the changing times.
Weikfield was already marketing Custard Powder as a tasty option to get children to consume milk; Drinking Chocolate seemed to be a natural extension which led to its introduction in user friendly and convenient packs.
Weikfield began exporting their dessert mixes in 1975, mostly to the Gulf countries and especially during Ramzan. When Weikfield’s Caramel Pudding Mix became popular there, it was decided to launch this product in India as well.
Being a brand that takes pride in offering only 100% vegetarian products, the founders of Weikfield were aghast when they learnt that the primary raw material used in the manufacture of gelatine, one of the ingredients of Jelly Crystals, was non-vegetarian. The product was immediately recalled, in keeping with the company’s vegetarian promise to their consumers. It was later re-launched replacing gelatine with a vegetable gum known as Carrageenan. This was the very first Vegetarian Jelly in India and the sales of Weikfield Vegetarian Jelly Crystals grew exponentially.
Despite being a food processing company, Weikfield’s association in the agriculture sector was found to be lacking. Hence in 1997, a new company – Weikfield Agro Products Ltd was established for the cultivation and processing of fresh mushrooms in a 30 acre high tech agri facility near Pune.
To supplement the activities of the processed mushroom line, it was decided to manufacture and introduce a range of speciality sauces for the domestic and international markets. Hence, the Processed Vegetables and Fruits Division (PVFD) was created to manufacture a range of speciality sauces such as soya, red chilli, green chilli, sweet chilli, mustard etc.
Quick Cooking Oats packed in tins were initially exported by Weikfield to the Middle East. This product, later in the year, was introduced in India as well, especially in Kerala where it became very popular. This was Weikfield’s first foray into the healthy breakfast segment and aligned well with the company’s image of offering western foods.
Cocoa powder was launched to complement Weikfield’s range of bakery products. This product was a tremendous success in the domestic market despite stiff competition from major multinationals. The innovative and functional 50 gram poly jar pack, which came at a much lower price point and was easy to store, played a major role in its success.
Weikfield Tomato Ketchup was a line extension to the company’s range of speciality sauces. Interestingly, it was introduced in a very attractive and user friendly PET bottle at a time when most of the other major tomato ketchup brands were being sold in glass bottles. Consumers could now easily squeeze the ketchup out of the bottle instead of having to struggle pushing it out of glass bottles.
A range of Organic Green Teas was Weikfield’s second foray into the health food and beverage segment under its health platform brand “Eco Valley”. This product is now the 4th largest brand in its segment in India and is also being exported to a few countries.
Traditionally, a good proportion of Weikfield’s Custard Powder is consumed during the month of Ramzan. To complement this, Weikfield introduced Falooda mixes in 4 delicious flavours – Rose, Mango, Strawberry and Kesar Pista.
With the growing habit of consumers baking cakes at home, Weikfield introduced a range of Eggless Oven and Cooker Cake mixes for the Indian market. A unique innovation has been the introduction of the 2 Minute Cake Mix which enables even a child to bake a cake in 2 minutes.
Seeing the growing interest of Italian cuisine by the Indian consumers, Weikfield decided to introduce a high quality gourmet Pasta made from 100% durum wheat semolina. This product has rapidly increased its market share in the country along with Weikfield’s Red and White Pasta Sauces. In 2015, Weikfield introduced two variants of Quick Cooking Pasta with its sauce makers – Cheesy Creamy and Tomato Salsa. All these Pasta’s are available in popular shapes of Penne, Fusilli, Elbow, Shell and Spaghetti.
Weikfield’s R&D continuously develops exciting and delicious products and Mango Pudina Sauce is one such example which has been loved by every consumer who has tasted it.
Another introduction from Weikfield’s stable is mouth watering and unique pasta with a chocolate sauce which has caught the fancy of the kids in India.