Tata 1mg has expanded its nutrition portfolio with the launch of Plant Based Protein, marking its entry into the plant protein category. The protein is designed to mix well without having that chalky flavour in it which usually discourages people from using it. It gives 24g of protein and 5g of BCAA per serving and is subjected to testing in NABL-approved third-party laboratories.
It is an extension of the existing protein powder portfolio. In India, apart from vegans, plant protein is being bought by health-conscious and lactose-intolerant people who do not consume dairy or have digestive issues after taking whey. This product is targeted at vegans, lactose-intolerant and health-conscious people equally.
Given such a target market, there are two things that have always been considered a trade-off in such products. These have been either gritty or chalky textures which can be difficult to consume on a regular basis and whether the product formulation provides a complete amino profile. According to the company, both the factors have been considered challenges as compared to trade-offs.
When it comes to the balance of amino acids, the formula has relied on the combination of three proteins which consist of fermented yeast protein, pea protein and brown rice protein, which provides the full range of amino acids including all nine essential amino acids. The sources of plant-based protein have the deficiency of some essential amino acids, which our body is unable to produce on its own, therefore, the tri-protein blend has been developed.
There are only a few ingredients in the list. The protein has natural sweeteners.
As compared to other brands of plant protein, Tata 1mg tests every batch of the product, rather than testing only at launch or at periodic intervals. Each lab report for every batch is available for consumers to view on their website, so they can see the testing for themselves. They say that “Every Batch Tested” is their most important trust marker for the brand along with their legacy in the healthcare sector.
“Plant-based protein should never mean second best,” said Gaurav Agarwal, Co-Founder, Tata 1mg. “Most people who switch from plant protein to other things are doing so due to the dissatisfaction of the taste of the product. Our goal was to develop a plant-based protein product that not only tasted great but was also nutritious and could be tested as per quality standards. As a healthcare company, quality has always been central to how we develop our products, which is why testing every batch was an essential part of the process.”
Tata 1mg’s Plant Based Protein is available in flavours such as Hazelnut Chocolate, Cold Coffee and an unflavoured variant which you can purchase at Tata 1mg and other ecommerce websites such as Amazon & Flipkart.
About Tata 1mg
Tata 1mg is one of India’s largest digital healthcare platforms, offering medicines, health products, lab tests and doctor consultations. As part of the Tata group, it works to make healthcare more accessible, understandable and trustworthy for consumers across the country.
