With instant noodles and soups, Hindustan Unilever the country’s largest consumer goods firm is making plans to launch traditional South Asian breakfast dishes like Pongal, khichdi, and upma. The new products will be launched in its Ayurveda brand Ayush and will be made of millets such as jowar and bajra. Their competition is with MTR, Kellogg’s, PepsiCo and Marico.
The consumers are increasingly switching over from western cereals to healthier traditional breakfast.
This move by Hindustan Unilever is seen to aim to compete with Patanjali, which sells dalia, corn-flakes, and oats but is planning to bring out similar products in coming months.
“Lever Ayush Foods marks our entry into the health and naturals food segment. With our brand vision of traditional ingredients being made contemporary, we will be able to democratize the benefits of Ayurveda inspired recipes to the Indian consumer and do our part in making India healthy,” said Geetu Verma, executive director – foods at HUL. The new range will be test-marketed in Chennai.
Experts say that the consumers now have a greater liking for protein over carbohydrates. “Indians are moving to packaged breakfast options and the main switch is happening between traditional, home-cooked breakfast to easier solutions like ready to cook or eat options,” said Aditya Bagri , director at Baggry’s that sells muesli, oats, and cornflakes. “There is a segment looking for healthy or functional stuff and also for solutions to our traditional foods made easy.”