Bangalore: 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 #StartProteinStrong campaign. According to India’s Protein Paradox, the under consumption 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 percent 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 brand thus 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 film as 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, 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.’
