Danone India Consolidates leadership with Protinex Bytes
Danone India, part of a leading global food company Danone, which has a mission ‘to bring health through food to as many people as possible’, today announced the launch of Protinex Bytes, a specially formulated protein rich, on-the-go nutrition snack for everyone with busy lifestyles. Consumers today are looking for convenient food supplements that provide adequate nutrition anywhere, anytime.
Commenting on the launch, Mr. Rodrigo Lima, Managing Director, Danone India said, “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. Our mission with Protinex has been to empower families to live fuller lives through optimal protein nutrition across stages of life. 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.”
Sonjai Uppal, Director Research & Innovation added, “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. Indianization 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.”
According to 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.”
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.
Protein is an essential nutrient at every life-stage. Inadequate intake of protein can lead to tiredness. fatigue and loss of muscle mass associated with aging. Indian diets are inadequate in protein and majority of the proteins are obtained from cereals which are not a source of good quality proteins. It is important to consume good quality protein throughout the day to meet the protein requirements and activate body protein synthesis. The current formats are available in powder form and are required to be mixed in milk. Protinex Bytes is a more convenient format of a food supplement which not only helps meet nutritional requirements but is also a tasty and healthy on-the-go snack option. Five Protinex bytes provide more proteins (8g) than 1 glass of milk or 1 egg (6g).
You can see the TVCs from Danone here: