Mumbai: Yogabar, India’s largest, clean label, new-age health food brand, today announced that it has forayed into the kid’s foods segment, aiming to lead the category, with new nutritious and tasty additions to its portfolio. With the new range of entrants – Yo Chos and Yo Fills, the brand aims to deliver on its promise of clean ingredients that give maximum nutrition to the kids without compromising on taste.
Talking about the launch, Co-Founder, Suhasini Sampath said, “We aspire to become one of the top three food brands in India, with a promise of healthy ingredients, especially for the younger generation. After the massive success we witnessed with the launch of our breakfast segment where we swiftly captured 20% market share, we aim to replicate that in the kids’ cereal category as well. We are confident that entering the Kid’s Snacking segment will help us become a 500 Cr company from a 200 Cr company(presently) in the next 2 years.”
The latest addition to its range of offerings will see an introduction of Yo Chos and Yo Fills – Yogabar’s chocolate flavoured, multi-grain cereals for kids with the Power of 7 consisting of 5 Whole grains (jowar, bajra, ragi, quinoa, oats) and 2 Dals (Moong & Channa). Available at an introductory price of INR 10 per/sachet, this launch enables the brand to penetrate price-sensitive markets beyond Tier 1 cities.
Suhasini further mentioned, “Having our own manufacturing facility helps us keep strict control on the quality while still achieving reasonable pricing for the customers. We also advocate a ‘No-Maida’ policy, unlike other brands, ensuring that kids are not consuming maida-filled snacks. Keeping in mind the love for snacking and the gap in healthy yet tasty snacking options for that age group, we wanted to give them something they would look forward to eating every day that would be as good as a home-cooked meal. As a mother myself, I am very conscious of what my child consumes in a day and that’s the confidence I want other mothers to have as well whenever their child picks up a packet of our Yo Chos or Yo Fills.”
