Danone India launches Protinex Kesar Badam for the Indian consumer

Nutricia International Pvt. Ltd. (Danone India), with its mission ‘To deliver health through food to as many people as possible’, has announced the launch of Protinex Kesar Badam –  a salute to the rich heritage of India and its tradition with special ingredients such as 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.

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. 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.”

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 the latest addition to the Protinex portfolio. It is available in 250gm and 400gm packs and is priced at Rs 350 and Rs 560, respectively, available in leading modern trade stores and e-commerce platforms.

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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