Danone India launches Protinex Kesar Badam: Traditional Indian Goodness with Nutritional Benefits, addressing needs of the Indian Consumer

4 Sep 2019

Protinex Kesar Badam is positioned as a nutrition supplement exclusive for the Indian palate

Mumbai, September 4, 2019 : Nutricia International Pvt. Ltd. (Danone India), with its mission ‘To deliver health through food to as many people as possible’, announced the launch of Protinex Kesar Badam – a salute to the rich heritage of India & its vibrant tradition with special ingredients like Kesar Badam for wellness and health. As a leading adult Health Food Drinks (HFD) brand in India, Protinex has addressed the protein needs of Indian consumers for six decades. Launch of Protinex Kesar Badam is the brand’s constant endeavour to serve the Indian consumer with innovations that resonate with them emotionally, strengthening the promise of daily nutrition suitable for the local palette

Speaking about the launch of Protinex Kesar Badam, Deepali Agarwal, Marketing Director – Danone India said, “At Protinex, we focus on innovation by anticipating the nutritional needs of consumers in the Indian market. With this launch, Protinex aims to address protein deficiency among Indians by providing palatable solutions which resonate well with the local choices. True to its Indian roots, Kesar Badam doodh creates a sense of nostalgia and is an all-time favourite for most Indians. Kesar is one of the rarest Indian spices with multiple health benefits while Badam is known to build immunity and is well known in Indian households. Protinex Kesar Badam is not just a flavour, it is an emotional bond with our consumers.”

Innovation lies at the heart of Protinex and constant efforts are made to appeal to the evolving Indian palate. With back to back recent innovations of Protinex Mango and a Zero Sugar offering, the brand’s aim is to offer tailored solutions to cater to customised nutritional preferences. Protinex Kesar Badam, is the latest addition to the Protinex portfolio. It is available in 250gm and 400gm packs and is priced at Rs.350 and Rs.560 respectively, available in leading modern trade stores & ecommerce platforms.

Consumer education around protein and its relevance in daily diet has been at the centre stage of brand engagement. The launch of Protinex’s latest campaign #DontMissOut strikes a connect with the Indian consumer to lead happier and fuller lives by not missing out on key moments of their life due to poor muscle health caused by protein deficiencies. Launching a local popular flavour like Kesar Badam, Protinex has just made the Indian connection stronger!

About Protinex

Protinex is a trusted brand with a history of more than 60 years. It is one of India’s most prescribed nutritional supplements that is scientifically formulated with the power of Fast Absorbing Hydrolyzed Protein by Protinex Original. Protinex also offers diverse products suited for customized needs, tastes & lifestyles like Protinex Flavours: Protinex Tasty Chocolate, Protinex Vanilla Delight & Protinex Mango, Protinex Lite: a scientifically formulated Zero Sugar variant, Protinex Bytes: On-The-Go Protein Diskettes, Protinex Mama: Specialized protein nutrition for pregnant & lactating mothers.

About Danone

Dedicated to bringing health through food to as many people as possible, Danone is a leading global food company built on four business lines: Essential Dairy and Plant-Based Products, Early Life Nutrition, Waters and Medical Nutrition. With products being present in over 120 markets, Danone generated sales of approximately €24.7 billion in 2018. In India, Danone started its nutrition business in 2012 through the acquisition of the nutrition portfolio from Wockhardt Group. Danone India embodies a holistic approach offering a full range of products for pregnant mothers, infants, young children as well as adults, under recognized brands like Aptamil, Neocate, Farex, Protinex, Dexolac and Nusobee.


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