One of India’s Largest Ready-to-Eat Brands Just Gave Its Breakfast Range A Plant Protein Boost

Orkla has revamped its popular breakfast products under the MTR Foods brand in India to include 10g of plant-based protein per serving, in line with the growing trend towards healthier eating habits. The new Protein Breakfast range features powdered dosa and idli mixes, as well as ready-to-heat poha and upma, all developed at Orkla India’s Cuisine Centre of Excellence in Bengaluru. The products cater to consumer demands for convenience, familiarity, and protein-rich foods, with plans to expand availability to major cities across India.

With a focus on transparency and authenticity, MTR Foods aims to meet the evolving needs of Indian consumers who are increasingly conscious about their food choices. The protein range is positioned to capture the growing market for plant-based proteins in India, driven by factors such as wellness, fitness, deficiency concerns, and the rise of alternative protein products in the market. However, the challenge lies in bridging the price gap to ensure widespread adoption, as research indicates that high prices are a barrier for a significant portion of consumers, particularly among younger generations.