After the pandemic, consumers have started focusing on health and fitness and are opting for healthy alternatives. This has led to a strong demand for healthy, ready-to-eat (RTE) and delicious snacking options. There is also a sizable demand for snackable items that fit into the fluid schedules of fitness enthusiasts.
Understanding this, Marico is enhancing its healthy food portfolio under the Saffola banner, and the latest additions to this range include Saffola Mayonnaise and Saffola Peanut Butter. With this foray into healthy spreads, Marico is strengthening its foothold in the healthy foods and RTE segment.
According to Sanjay Mishra, Chief Operating Officer-India business and chief executive officer-new business, Marico, in the past few years, Saffola has become a mainstay in the Indian healthy snacking market. The brand is now synonymous with healthy products that don’t compromise on taste.
In our bid to champion this category, we are extremely delighted to introduce Saffola Mayonnaise and Saffola Peanut Butter. With this launch, we aim to become the go-to choice for health and fitness-conscious individuals while consistently delivering the superior quality that Saffola, as a brand, is known and trusted for.
Saffola Mayonnaise is a healthy eggless offering made with milk cream that is enriched with vitamins A, D, and E. Saffola Peanut Butter replaces refined sugar with jaggery. It contains 31% of the RDA for protein and no refined sugar. It will be available in two variants: “Crunchy” and “Creamy.”
Saffola Mayonnaise and Peanut Butter are currently available on all major e-commerce platforms and will be launched on other channels in a phased manner.
Marico has been innovating in the healthy foods and immunity-boosting categories. It has products like honey, chyawanprash, oats, no-maida noodles, and soya chunks, apart from its most prominent edible oils that are positioned to keep the heart healthy.
The mayonnaise market in India has many domestic and international brands, including Veeba, FunFoods, Wingreens, and Hellmann’s. Meanwhile, the peanut butter market is also evolving fast. Saffola’s competitor in the oil market is ITC Sundrop. Many smaller players include The Whole Truth, Pintola, and Alpino.