Nutricia International Pvt Ltd (Danone India), with its mission to bring health through food to as many people as possible, has launched Protinex Lite, a part of the core portfolio of leading adult nutrition HFD (health food drink) brand Protinex. It promises to cater to today’s health-conscious consumers who seek the twin benefits of high protein and zero sugar.
Protinex Lite also comes with a superior formulation of a low glycaemic index (GI), high fibre and 27 vital nutrients, with an aim to address protein deficiency among adults in India.
In its endeavour to provide safe and nutritious food to consumers, Danone India has committed itself to FSSAI’s Eat Right Movement and pledged to reduce added sugar in its Protinex portfolio by 20 per cent by 2020.
Protinex Lite has been pegged to strengthen the core portfolio for adult nutrition in a big way. It brings alive a much-needed requirement of a high protein health drink with zero sugar for adults. Protinex Lite is specially formulated with nutrients known to help support weight management, active lifestyle, diabetes care and good muscle health.
Commenting on this, Himanshu Bakshi, director, marketing and HCNS, Danone India, said, “Food companies have a vital role to play in enabling healthier lives through healthier food choices.”
“We strive to meet the needs of Indians through health-focussed product offerings responding to today’s and tomorrow’s food trends. The launch of products like Protinex Lite answers to the ever-expanding consumer needs landscape with compelling, differentiated USP (unique selling proposition) of zero sugar and high protein.”
“Danone is making concerted efforts to build the importance of protein in muscle health, we truly believe that poor muscle health is a big health concern that Indians need to focus on,” Bakshi said.
“Protinex recently launched its new campaign ProtinexForMuscleHealth to establish the importance of protein for good muscle health among Indians,” he added.
Sharing his views, Dr Nandan Joshi, head, nutrition science and medical affairs, Danone India, said,“Some people believe that protein supplements are only for specific medical conditions, which is not true.”
“While some may be more suitable as per one’s health needs, not many people are aware about the right amount and type of protein to consume. This is important because meeting one’s daily protein requirement is essential to maintain good muscle health,” he added.
Dr Joshi said, “In special cases, such as, diabetes and obesity, it becomes necessary to consider options that have no added sugar.”
“Protein is an important nutrient of my daily diet, and with the new Protinex Lite, I am positive that not only will I be able to meet my daily protein requirement, but also do it in a better way with no sugar,” said Telugu film actor Mahesh Babu, who is the brand ambassador for Protinex.
“I am truly proud of my association with Protinex and I hope to continue to spread the message of protein rich diet for active lifestyle and good health amongst the masses,” he added.
