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Agro Tech targets cinema halls for instant popcorn

Ch. Prashanth Reddy

HYDERABAD, July 14

AGRO Tech Foods Ltd (ATFL), a subsidiary of international food major ConAgra, is targeting bowling alleys, cinema halls and entertainment parks in and outside Chennai to market its ACT II instant popcorn.

The company has started selling the product in selected cinema halls here from Friday following good response from the consumers for its popcorn at Liberty theatre in Delhi where it was introduced 20 days ago on a pilot basis.

The ATFL Vice President - Basic Foods, Mr S. Madan, told Business Line that wherever necessary, the company is providing popcorn-making machines to the cinema hall managements. In certain cases, it ensures that the product is sold through a franchisee.

The instant popcorn was launched in July 2000 in major markets. ATFL plans to bring out the product in two new flavours -- chilli and butter -- in addition to the existing classic salted and golden sizzle.

In speciality foods such as ACT II, Agro Tech is focussing on value-added products that have a good long-term potential and sufficient demand. These products are aimed at affluent consumers who are willing to pay the price. The company will be working cl osely with ConAgra Foods and Tiger Brands to deliver preferred products to consumers.

The company's future plans include establishment of its `Healthy World' as a strong brand in the fast growing and mass consumed grocery categories. It has also come out with a suitable Healthy World atta variants for the North and East markets. It is now engaged in the development of new food products based on wheat, corn and other ingredients.

In commodity sourcing and exports, Agro Tech will continue to build a distribution-based business in identified agri-commodities. While edible oils and wheat have been the initial areas of focus, it will be extended to other agri-commodities depending up on opportunity.

Last fiscal, AFTL accrued a profit of Rs 1.9 crore after experiencing significant losses in the previous three years due to a continuous decline in international oil prices and other factors.