Tuesday, February 18, 2020


Danone India launches Protinex Kesar Badam, catering to Indian palate
Friday, 06 September, 2019, 13 : 00 PM [IST]
Our Bureau, Mumbai
Nutricia International Pvt Ltd (Danone India), with its mission, To deliver health through food to as many people as possible, has launched Protinex Kesar Badam –  a salute to the rich heritage of India and 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. The 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,” she added.

“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,” Agarwal said.

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 available in leading modern trade stores and e-commerce platforms in 250g and 400g packs, priced at Rs 350 and Rs 560, respectively.

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.

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