Mumbai: Too Yumm!, part of the RP-Sanjiv Goenka Group, has announced its entry into the ready-to-cook (RTC) breakfast segment with the launch of High Protein Super Oats, marking a strategic expansion into a category traditionally dominated by sweet offerings.
With this launch, the brand aims to disrupt the protein oats category by introducing a savoury, flavour-forward alternative tailored to Indian taste preferences. Positioned around its “tasty protein” proposition, the product seeks to balance nutrition with indulgence, moving away from the perception of health foods as purely functional.
Super Oats are designed to reimagine how protein oats are consumed by focusing on bold, chatpata flavours that align with India’s predominantly savoury breakfast habits. By combining convenience with taste, Too Yumm! is positioning the offering as a relevant and everyday breakfast solution for urban consumers.
Commenting on the launch, Yogesh Tewari, Chief Marketing Officer, Too Yumm!, said, “Super Oats is a strategic step towards redefining what protein-led foods can mean for today’s consumer. While awareness around protein and better eating is on the rise, the category remains limited in how it fits into Indian consumption habits – especially with most offerings skewing sweet. In a market like India, where breakfast is inherently savoury, we saw a clear opportunity to bridge this gap with a flavour-forward, masaledaar approach that feels far more intuitive to adopt. At Too Yumm!, we believe nutrition should never come at the cost of taste. With Super Oats, our focus is to make the shift towards better eating simple, consistent, and far less intimidating – so consumers don’t feel like they’re compromising on indulgence but rather upgrading their everyday choices.”
The new range is available in two variants—Protein Masala, offering 22g of protein, and Masala Magic, with 11g protein—catering to consumers seeking convenient and consistent ways to incorporate healthier food options into their routines.
Targeted at urban, health-conscious consumers, the product is designed for those who prefer savoury breakfast options and are looking for quick, easy-to-prepare meals suited to fast-paced lifestyles.
Globally, oats have largely been positioned within the sweet breakfast category. However, recognising India’s preference for savoury morning meals, Too Yumm! has introduced Super Oats as a natural fit for local consumption habits.
With this move, the brand continues to expand its “better-for-you” portfolio, focusing on making healthier choices more accessible, flavourful, and aligned with evolving consumer preferences.
