MTR Launches Protein Breakfast Range to Strengthen Market Leadership
MTR, a prominent Indian food brand with a heritage exceeding 100 years, has launched its new Protein Breakfast Range. The initiative aims to reinforce the brand's leadership in the breakfast category by integrating plant-based protein into traditional Indian breakfast favorites, catering to the growing consumer demand for high-protein, convenient, and mindful food options.The new product line is designed for conscious eaters who prioritize ingredient transparency and nutritional value without compromising on taste. The range features a clean-label proposition, including no added preservatives, no maida, no palm oil, and low-sodium salt.
Product Portfolio and Nutritional Profile
Developed at MTR's Cuisine Centre of Excellence in Bengaluru, the Protein Breakfast Range is divided into two primary categories: mixes and 3-Minute Breakfast solutions. Each serving provides 10g of plant-based protein.| Category | Products Included |
|---|---|
| Protein Mixes | Protein Rava Idli Mix, Protein Dosa Mix, Protein Upma Mix |
| 3-Minute Breakfast Range | Protein Poha, Protein Khatta Meetha Poha, Protein Upma |
Strategic Expansion and Availability
MTR is positioning this range to meet the evolving needs of modern lifestyles where consumers seek convenience while maintaining a focus on healthy ingredients. The products will initially be available in the top four metro cities through leading general trade outlets and quick-commerce platforms. The company plans a phased expansion to cover 28 major metros across India.Sunay Bhasin, CEO of MTR, stated that the innovation is driven by understanding changing consumer needs, specifically the shift toward transparency and permissibility in food choices. He noted that consumers are not moving away from traditional foods but instead expect more from them, necessitating an evolution of the category to include healthier alternatives like those found in the Protein Breakfast Range.
MTR Foods, a business unit of Orkla India Limited, maintains a diverse portfolio including breakfast mixes, spices, ready-to-eat meals, and beverages, leveraging the multi-category food expertise of Orkla India to serve domestic and global markets.
ORKLAINDIA Stock Price Movement
As of 2:44 PM, shares of Orkla India Limited are slipping by 1.20% in live trading, currently at ₹583.65. The stock is moving lower on a total volume of 13,468 shares as it trades well below its opening price of ₹590.75.Disclaimer: Due care and diligence have been taken in compiling and presenting news and market-related content. However, errors or omissions may arise despite such efforts.
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