Marico has forayed into the plant protein category with the launch of Saffola Mealmaker Soya Chunks in line with its strategy to strengthen presence in the healthy foods segment.
This comes at a time when consumers are proactively seeking healthy and protein rich foods that can easily integrate into their daily routine. The company said there has been acceleration towards boosting of immunity due to Covid and preference towards plant-based protein choices.
Sanjay Mishra, Chief Operating Officer – India sales and Chief Executive Officer – new business, at Marico said people are increasingly opting for a healthier lifestyle which in turn is fuelling a trend towards the inclusion of immunity boosting foods and higher levels of protein in our diet.
“These newly launched soya chunks mark our entry into the plant protein category. We have emphasized our focus on taste, texture and nutrition while developing this differentiated product as we want to ensure that plant-based products such as Saffola Mealmaker Soya Chunks are tasty enough to become a regular part of consumers’ diets,” said Mishra.
While Marico has launched the product across general trade in West Bengal, it will soon launch it across modern trade, the brand portal and on major e-commerce platforms.
The company has been boosting its presence in health and immunity-boosting categories through the Saffola brand with recent launches in honey, kadha mix, turmeric milk mix and chyawanprash.
The maker of Parachute oil had earlier entered the hand hygiene segment under Mediker, fruit and vegetable cleanser, Veggie Clean and KeepSafe personal care range and Protect range of surface disinfectant sprays. In addition, it entered the honey segment, a category where it competes with larger ayurvedic rivals Dabur and Patanjali.