May 5, 2021
India’s Habbit Health and Nutrition has floated a variety of ice cream, which it claims to be ‘The Healthiest Ice Creams on the Planet’ dubbed as Wise Creams, containing zero sugar, low fats, and no more than 50 calories per serving.
Habbit Founder and CEO Dhruv Bhushan asserts that the expertise behind the development of the Wise Creams is ‘light years ahead’ of the industry, whereby the company has accomplished in bringing the calories from the general 250kcal or 260kcal per serving down to 30 to 50 kcal.
“This is the healthiest ice cream ever made on the planet, with fewer calories than half an apple and far less than a cookie, but tastes exactly the same as regular ice cream,” Bhushan informed the media.
Explaining further, Bhushan said, “Ice cream recipes have remained more or less the same for many centuries because it really is something of rocket science, from managing viscosity to melting points to textures and most importantly taste. Sugar is needed to make it sweet, and fat to make it creamy, so although many firms have been trying to make changes there will be issues such as a bitter or weird aftertaste or a lack of creaminess”.
“What we have done is started with natural proteins and plant fibers to replace the fat content and still get the natural creaminess, so we’ve brought the fat content down from the usual 17% or so to just 2%; then we’ve also worked on using natural plant sweeteners like stevia to bring the sugar level down to zero – all while maintaining the exact taste and creaminess of regular ice cream”.
Giving more information, he said, “One of the biggest lower-calorie ice cream brands today is Halo Top, which is the fastest-growing in the US, and even they have only brought their calories down to 80kcal per serving and there are still some texture differences – our technology is light years ahead of the industry.”
Presently, Bhushan is focusing more on consumers who are health-conscious with his product the Wise Creams that are primarily concentrated in metro cities.
“These health aware folk are aware that traditional packaged foods are high in salt, fat, sugar, and artificial ingredients and want to make a change – generally this is the top 10% of the population with significant household income, the best consumption power and are well-educated enough to have awareness,” Bhushan cited.
“In India, this segment is generally concentrated in a few cities and are easier to target, but are also extremely brand-conscious, so the key here is to build a premium, aspirational, trend-setting brand, which we are trying to do”.
“This also means that this segment is as good as the global premium segment, as the same characteristics will be present worldwide in premium consumers whether it’s Singapore, Dubai, etc. so the other thing is to make sure the Habbit brand is international, and recognized for being clean, natural, organic, and all those characteristics that this segment is looking for.”
Available in 6 flavours, Habbit’s Wise Cream offers its Blueberry Crumble, Double Chocolate, Lychee Blush, Salted Caramel, Vintage Vanilla, and Matcha Green Tea. These wonders can be ordered online as 2x500ml combo-packs for Rs. 899 (US$12.37) or 6x125ml mini-packs for Rs. 799 (US$10.99).
Other healthy products of Habbit
The company also sells other healthy products such as shakes and protein powders, along with the Wise Creams, mainly having the key focus on protein intake.
“The main reason we’re looking so closely at proteins is that 85% of Indians are protein deficient, and it is hard to get enough protein from regular diets when so many are vegetarian here,” said Bhushan.
“Supplemental protein is usually marketed for bodybuilders or fitness enthusiasts and not suitable for the regular consumer as consumption would result in a heavy or bloated feeling.
“So what we’ve done here is work with a range of dairy and plant-based proteins to find the best fit, and one of our key ingredients is the organic yellow pea – using our processing, we’re able to obtain the highest protein content (88%) compared to all other plant-based ingredients, even hemp (which is usually about 36% in powder form).
Expansion and growth
Limited to India as for now, Bhushan has plans to flourish soon and make Habbit’s presence felt in Singapore coming year.
“It’s possible to build a huge company just focusing on the top premium 10% segment mentioned, with some 100 million to 130 million people in there alone, but we definitely want to go further,” he said.
“We hope to be in Singapore next year, at least by the end-2022 as we do have many investors from there, and also are eyeing Dubai, the US, and the UK.”
As far as future product expansion is concerned, Bhushan said that Habbit will be adding five more products in its range by the end of this year viz beverages, chocolate bars, cookies, plant-based milk, and salty snacks.
“We’ll also, be building direct-to-home pipelines in the main target cities Delhi, Bangalore and Mumbai to expand our offline presence and get all our products – even the ones difficult to ship around now such as Wise Creams – to as many consumers as we can,” he said.