Tuesday, March 20, 2018


Asbah, first social brand in food category, unveils Power Rice at Anuga
Tuesday, 10 October, 2017, 08 : 01 AM [IST]
Asbah, the world’s first social brand in the food category and the first to fortify rice, launched its latest offering, Power Rice, at Anuga, which took place in Cologne, Germany, recently. It was unveiled by Harsimrat Kaur Badal, minister of food processing industries, in the presence of Gaurav Jain, director, Asbah.

Power Rice is packed with nutrients, essential minerals and vitamins. Jain said, “Today’s lifestyle is hectic and fast-paced, leaving people with little time to consume proper nutritious food.”

“Asbah understands the need of the hour and brings to you Asbah Power Rice, with the power of eight nutrients, namely Vitamins A, B1, B6, B3 and B12, and minerals, including zinc, iron and folic acid,” he added.

“It will help meet the daily nutrition requirements and give everyone easy access to a healthy and active life as recommended by health experts,” said Jain.

The fortified blend has the same taste, texture and aroma of the traditional rice we love. Power Rice is not only a treat for the taste buds, but also a total supplement of essential nutrients.

These multi-nutrients are also beneficial in controlling hypertension, diabetes and depression, supplement deficiencies of haemoglobin and cure anaemia.

People, of all ages, particularly in India, are highly prone to face such deficiencies. Power Rice acts as a barrier between these threats to the immune system, boosts healthy vision, neurological functions and healthy skin and slows aging.

Anuga is a biennial feature held at Cologne, Germany. It is the world’s largest and the most important trade fair for food and beverages.

Leveraging on this prestigious and respected platform, the launch has ensured the global visibility and reach of Asbah Power Rice in the international market.
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