Orkla India taps into convenience trend with Eastern’s 5-Minute Breakfast Range

Orkla India, the parent company of MTR and Eastern, has unveiled Eastern’s 5-Minute Kerala Breakfast range at Gulfood 2025, bringing enhanced ease to cooking traditional South Indian cuisine. Recognising the growing consumer demand for quick and effortless cooking solutions, this innovative range transforms time-intensive Kerala breakfast staples into easy-to-prepare meals without compromising on authenticity.

With the UAE contributing to 25 per cent of Orkla India’s international business and serving as a gateway to the broader Middle East region which makes up 70 per cent of the company’s international market, this launch underscores its commitment to evolving consumer needs while strengthening its regional presence.

Indian expatriates are one of the largest ethnic communities in the UAE, with a significant portion of this population consisting of Keralites. Recognising the growing demand for convenience, Eastern designed the "Eastern 5-Minute Breakfast" range to meet this need. Key differentiators of the range include a simple “3 Easy Steps” preparation process, with authentic Kerala taste, ready in 5 minutes. This range features seven popular Kerala breakfast staples — Puttu, Chemba Puttu, Idiyappam, Idli, Dosa, Ghee Upmavu, and Palappam which are traditionally time-intensive dishes that can now be prepared in just five minutes.

By offering a quick and convenient solution without compromising on authenticity, it allows consumers to enjoy the cherished flavours of home-cooked meals while preserving Kerala’s rich culinary traditions for today’s fast-paced lifestyles.

Speaking at Gulfood 2025, Ashvin Subramanyam, CEO of International Business, Orkla India, said: “This is an exciting edition of Gulfood. We are thrilled to showcase Eastern’s refreshed brand identity, new packaging, and latest range of 5-minute breakfast products. Breakfast is more than just a meal for Malayalees — it’s a deeply rooted tradition, rich in authentic flavours and time-honoured cooking methods passed down through generations.

"Designed to meet the evolving lifestyles of modern consumers, this innovative Eastern 5 Minute Breakfast range makes it easier than ever to enjoy the cherished flavours of Kerala in a fraction of time.

“The Middle East is a cornerstone market for Orkla India’s global expansion, and our goal is to become a household name across diverse communities in this region.”

With a growing portfolio that also includes a range specifically tailored for Arabic consumers, Orkla IMEA is showcasing its latest products to retailers, visitors, and dealers at Hall No 5, Stand No B5-19 at Gulfood 2025.