Semora Entertainment Works has conceptualised The Diabetic Food Trail, which will serve sugar- free cuisine in over 120 restaurants in four cities from November 14 to 30, 2015. The initiative is supported by Britannia NutriChoice, along with Biocon, India's leading biopharmaceutical company, and Zomato, the world’s local restaurant guide. These companies would promote this concept among customers and staff.
The trail will offer diabetics, pre-diabetics and the health-conscious a culinary experience at over 100 restaurants across Mumbai, Delhi, Chennai and Bengaluru. The trail, which kicks off on World Diabetes Day - November 14, will add a whole new flavour to ‘eating out.’ The menu is devised by celebrated chefs who will showcase their culinary skills to present special ‘diabetic-friendly’ offerings. It would be complete, nutritious and delicious, thus allowing people with diabetes to indulge without worry.
The culinary choices will adhere to calorific and dietary requirements of diabetics. Efforts are made by the chefs to ensure the food is tasty and suitable to the Indian palate, according to Seema Pinto, director, Semora Entertainment Works, who is the brain behind the initiative.
The primary objective of channeling the trail through restaurants was to dispel the notion of ‘healthy food cannot be tasty food.’ “It would indirectly influence the food industry to recognise the need for ‘diabetic-friendly’ menus, given that India will account for 80 million diabetics by 2030 as per World Health Organization estimates,” she stated.
“Plans are underway to make a frequent fare and we are working to replicate this event to include more cities and for a longer duration. The pricing of range is on par with regular menus, “ Pinto told FnB News.
The menu includes sugar-free desserts, appetisers, entrees among others. All dishes under the diabetic menu during the promotion will provide complete nutritional information, including carbohydrates and calories, to make a diabetics choice easier when selecting a particular dish.
Zomato’s primary focus in partnering in the initiative is to give a healthy food choice to every person visiting its site. “We are constantly looking for ways to make every meal, for everyone, a great experience. With this partnership users can now make informed and healthy dining decisions," said Pramod Rao, SVP, growth, Zomato.
Meanwhile, Biocon, which is making a difference to the life of millions of diabetics for over a decade, aims to sensitise people through a holistic diabetes management and lifestyle modification programme. “Our association with the Diabetic Food Trail initiative resonates our efforts toward highlighting the importance of a balanced diet in managing diabetes effectively,” stated Dr Subir K Basak, senior VP and global head, business excellence, Biocon.
Britannia NutriChoice has been leading change in eating habits with its snacking choices that can meet in-between cravings and nutrition needs of a diverse set of consumers. The brand is the first to introduce a slew of biscuit options like Hi-Fibre and Multigrain 5 Grain biscuits. Besides, its NutriChoice Essentials is claimed to be the country’s first diabetic-friendly biscuit, specially created with oats and ragi, that is clinically proven to help manage swings in blood sugar.
