On National Protein Day, Britannia Cheese Urges Indians to Consume Good Quality Protein
Video Link: https://youtu.be/QT9XvChsq9w
- Britannia’s range of protein-rich Cheese urges Children to #StartProteinStrong
- Made with the goodness of cow’s milk, Britannia’s Cheeseofferings contain good quality protein
Chennai, 28th February 2022 : On National Protein Day, i.e., 27th February 2020, Britannia Industries Limited, one of India’s largest Foods & Dairy Companies, talks about their new consumer promise with their protein rich cheese through the launch of #StartProteinStrongcampaign. According to India’s Protein Paradox*, the underconsumption of protein in Indian households can be pinned down to several influencing factors, a crucial one being the inability to identify the correct sources of protein. Proteins are an important macronutrient and should be an essential component of any diet. However,a study by ICMR in 2020 a meagre five per cent of rural Indians and 18 per cent of urban populace in the country consume the recommended amount of good quality proteins.On National Protein day, Britannia through its new campaign#StartProteinStrong,aims to educate consumers about the role of Britannia Cheese as a source of good quality protein.
Made with the goodness of cow’s milk, two slices of Britannia Cheese are equivalent to one glass of milk, or 35g of paneer, in terms of protein content. Cow’s Milk is also known to have the highest quality of protein amongst vegetarian sources. The brandthus aims to encourage Indian parents to include Britannia Cheese as a rich and delicious source of good quality protein as part of their children’s diet. Nearly 95% of Indian mothers know about protein as a macronutrient, but only 3% really understand its important functions and why one should consume it. The launch of this new range portrays how Britannia Cheese is committed towards providing a solution to this rather astonishing gap in good quality protein consumption patterns amongst Indians.
The brand also launched a digital filmas a part of the campaign focus on why mothers of growing children choose Britannia Cheese that is made with cow’s milk and packed with protein strength. Protein is vital for kids that play sports or participate in active physical activities to build their strength. The new range of Britannia Cheese will be available across stores in India and will be available on big basket and other leading marketplaces.
Commenting on the campaign launch, Mr. Abhishek Sinha, Chief Business Officer, Dairy Business, Britannia Industries Limited, said, ‘’Protein intake is a vital need, especially amongst children. At Britannia, we aim to ensure that our products provide a nourishing and fun way of daily protein consumption for our audiences. Many studies have also indicated the deficiency of good quality protein in the average Indian kid’s daily diet. On National Protein Day,our aim was to amplify the need for Indian parents to ensure their children get the right amount of good quality protein by including Britannia Cheese in their diet. Made with the goodness of cow’s milk, Britannia Cheese is a delightful source of protein for children to #StartProteinStrong.’
The new digital film/TVC from Britannia can be viewed here https://youtu.be/QT9XvChsq9w.
Britannia Cheese Cubes available at Rs. 130 (200 g) and Cheese Slices at Rs. 155 (200 g), respectively for consumers to purchase fromBig Basket.
About Britannia Industries Limited
With over a 100-year legacy and a turnover of over INR 11,000 crore, Britannia Industries is India’s largest Bakery Foods Company, also present in many other food categories and with a growing presence across the globe. Cherished by many generations of Indians, Britannia produces India’s favourite brands like Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold, Little Hearts, and others and is present in over half of Indian households. Britannia’s portfolio of products expands beyond biscuits and includes dairy, cake, rusk, and breads. The company is present in more than 80 countries across North America, Europe, Africa, Southeast Asia, and GCC and is growing at the pace of 1 new geography a year, in terms of local manufacturing operations. Britannia and its flagship brands are routinely voted amongst India’s most trusted, valuable, and popular brands in various Consumer and Industry surveys conducted by prestigious organizations like Millward Brown, IMRB, and WPP Group, among others. Britannia takes pride in staying true to its vision of ‘Eat Healthy, Think Better’. It is India’s first Zero Trans fat food Company and 47% of its product portfolio is fortified with essential micro-nutrients.
Britannia believes that ‘Taste & Trust’ are its sobriquets and constantly endeavors to make a Billion Indians reach out for a delightful and delicious Britannia product anywhere, anytime!