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Danone India introduces protein-rich & on-the-go snack Protinex Bytes
Thursday, 12 October, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Danone India, which is a part of a leading global food company Danone, has launched Protinex Bytes, a specially formulated protein rich, on-the-go nutrition snack for everyone with busy lifestyles.  

While the company is on a mission to bring health through food to as many people as possible, consumers are looking for convenient food supplements that provide adequate nutrition anywhere, anytime.

Rodrigo Lima, managing director, Danone India, said, “Protein deficiency is a major concern in India, with 80 per cent daily Indian diets deficient in protein.”

“To compound the problem, the majority of the people (85 per cent) believe that they are getting enough proteins in their diet,” he added.

“Our mission with Protinex has been to empower families to live fuller lives through optimal protein nutrition across stages of life,” Lima said.

“This launch is a testimony to our continued focus on consumers and our commitment to grow the nutrition portfolio in India,” he added.

“Protinex Bytes marks a new chapter in the growth story of Protinex, presenting a much bigger opportunity for innovation and consumer engagement,” Lima said.

Sonjai Uppal, director, research and innovation, Danone India, 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.”

“The 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,” he added.

Himanshu Bakshi, director, marketing, said, “Today protein consumption is limited to home, as Protinex powder is the only format available.”

“Also, with the changing lifestyles, there are more snacking occasions in a day, with most options being high in fat and sugar but low in protein,” he added.

“Replacing these with Protinex Bytes, which is rich in protein, vitamins, minerals and multi-grains, will be a healthier and convenient option,” Bakshi said.

“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.

The vanilla-flavoured Protinex Bytes has been launched nationally. It is available in two stock-keeping units (SKUs) of 100g and 200g, priced at 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 the majority of the proteins is 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 a glass of milk or an egg (6g).
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