Mr. Rodrigo Lima, Managing Director, Danone India at the launch of Protinex Bytes
The launch aimed at consolidating leadership in protein portfolio
Food company Danone India, the makers of Protinex — a trusted brand with a protein heritage of more than 50 years — has announced the launch of Protinex Bytes, a specially formulated protein rich, on-the-go nutrition snack for those with busy lifestyles.
“Protein deficiency is a major concern in India with 80% daily Indian diets deficient in Protein. To compound the problem, majority of the people (85%) believe that they are getting enough protein in their diet…This launch is a testimony of our continued focus on consumers and our commitment to grow the nutrition portfolio in India. Protinex Bytes marks a new chapter in the growth story of Protinex, presenting a much bigger opportunity for innovation and consumer engagement,” said Mr. Rodrigo Lima, Managing Director, Danone India.
With the launch of Protinex Bytes, the company aims to serve those consumers who are looking for convenient food supplements that provide adequate nutrition anywhere, anytime.
“We strive to create products that are tailor-made for Indian consumers’ nutritional needs, promoting healthy eating habits and meeting taste preferences through a systematic science-based co-creation approach. Indianisation of innovation is a must which we refer to as Indovation. Protinex Bytes is a completely new product format in our portfolio, manufactured using a novel technology,” said Mr Sonjai Uppal, Director Research & Innovation, while speaking about the product.
According to Mr Himanshu Bakshi, Director Marketing, today protein consumption is limited to home as Protinex powder is the only format available. Also, with changing lifestyles there are more snacking occasions in a day with most options being high in fat and sugar but low in protein.
“Replacing these with Protinex Bytes which is rich in protein, vitamins, minerals and multigrains will be a healthier and convenient option. With Bytes, our objective is to take Protinex consumption out of home, making it more convenient and accessible for our consumers which helps them get closer to their daily protein requirement anytime, anywhere, on the go,” he added.
Protinex Bytes has been launched nationally. It is available in Vanilla Flavour in two SKUs of 100 gms and 200 gms for Rs. 145 and Rs. 280 respectively.
The company claims that five Protinex Bytes provide more proteins (8g) than 1 glass of milk or 1 egg (6g).
