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Veeba’s new plant protein and jaggery-based health food drink for kids
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Monday, 27 September, 2021, 16 : 00 PM [IST]
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Our Bureau, New Delhi
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Veeba, a loved and home-grown food brand, has announced the launch of its new health food drink (HFD) brand for kids - ‘Provee’. Built on the feedback from young Indian mothers and with 21 essential nutrients at its core, it aims to offer wholesome nutrition to kids that support an active mind, better immunity and complete growth for growing children.
The product’s formula includes plant-based protein and is made with jaggery and has no added maltodextrin, artificial flavours, and colours which are common ingredients in several available options in the market. With this, the company aims to bring the Indian superfoods to mainstream thus the inclusion of ingredients like Jaggery, Ragi and Badam.
As per a market research report, the demand for high-protein, high-fibre, all-natural kids HFD is soaring since young mothers are concerned about adulterants and want wholesome and best nutrition for their children. Another report commissioned by the Food Industry Asia (FIA) points out that health is one of the main needs driving the consumption of food among Indian consumers post-Covid. During the peak of Covid-19 last year, health was the top priority driving the majority of consumer needs (31%).
“Parents, especially mothers, today are uncompromising when it comes to the nutrition of their kids and rightly so. Our endeavour is to deliver the best nutrition product to the children of India. Provee is a step forward in that direction that empowers Indian mothers with an innovative solution. I feel blessed to be born in a country that has an abundance of natural superfoods to offer. As proud Indians, we felt it was necessary to bring our rich heritage to the fore, we have built the product bringing the goodness of Indian superfoods to the mainstream, with feedback from mothers and backed by science”, said Viraj Bahl, founder, Veeba.
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