MTR bets on protein breakfast trend with six-SKU plant-based range
AI Summary
MTR Foods is launching six new protein-rich breakfast products, leveraging the growing consumer demand for nutritious foods while using plant-based protein to mitigate rising whey protein prices. The company aims to tap into the evolving breakfast market, where consumers prioritize ingredient quality and protein content alongside taste. The products will initially be available on major e-commerce platforms and in India's largest cities, with plans for broader distribution.
MTR Foods is entering fast-growing protein breakfast category with six new products, betting on rising consumer demand for protein-rich everyday foods even as whey protein prices continue to climb.
The Orkla India-owned brand has launched six stock-keeping units (SKUs) across its dry breakfast mixes and three-minute breakfast range, each offering 10 grams of protein per serving through plant-based protein instead of whey.
Speaking to businessline, Sunay Bhasin, CEO, MTR Foods, said the company expects protein to emerge as a key growth lever within its breakfast portfolio as Indian consumers become increasingly conscious about nutrition.
“We are seeing a third driver emerging in breakfast. Earlier it was taste and convenience. Today, consumers are also looking for what we call ‘permissibility’—they are paying attention to ingredients and protein content, without compromising on taste,” Bhasin said.
The launch comes at a time when whey-based protein prices have risen sharply amid strong demand, prompting food companies to explore alternative protein sources. MTR said its products use plant protein, allowing it to position the range as an extension of traditional Indian breakfast rather than a functional nutrition offering.
Speaking to businessline, Sunay Bhasin, CEO, MTR Foods, said the company expects protein to emerge as a key growth lever within its breakfast portfolio as Indian consumers become increasingly conscious about nutrition.
“We are seeing a third driver emerging in breakfast. Earlier it was taste and convenience. Today, consumers are also looking for what we call ‘permissibility’—they are paying attention to ingredients and protein content, without compromising on taste,” Bhasin said.
The launch comes at a time when whey-based protein prices have risen sharply amid strong demand, prompting food companies to explore alternative protein sources. MTR said its products use plant protein, allowing it to position the range as an extension of traditional Indian breakfast rather than a functional nutrition offering.
The company will initially launch the range across major e-commerce platforms and in the country’s four largest metros before expanding to the top 28 cities, leveraging its digital commerce strategy.
Original Article
Published on Hindu BusinessLine