Tata Salt has launched Tata Salt SuperLite, which claims to have 30% less sodium, to provide an option for people who are advised to limit their sodium intake.This is the second product by the brand in the premium low sodium category after Tata Salt Lite, which has 15 per cent less sodium.
As per recent data, salt intake levels in India are around 11 grams per day, higher than the World Health Organization’s recommended intake of five grams per day. High blood pressure is said to be rising among young and middle-aged Indians, owing to factors such as sedentary lifestyles, work-related stress, high salt diets, and irregular eating habits. Tata Salt SuperLite aims to target these consumers and be a part of their health journey.
At present, more than half of the Indians who suffer from high blood pressure are unaware of their condition, which poses a serious health problem.
According to Deepika Bhan, president, packaged foods, India, Tata Consumer Products, this is India’s first 30 percent low sodium salt, carefully formulated for the needs of health-conscious consumers. The launch of Tata Salt SuperLite gives consumers who make careful considerations about their lifestyle a trusted option. We are committed to growing this category over the coming years and offering consumers a high-quality option in the process. “
The brand has now launched a 360-degree campaign, featuring actress Supriya Pathak. It reminds salt-conscious consumers to reduce the amount of salt in their food with the popular adage, ‘Namak Kam Karo’. The brand lands the key message ‘Namak Badalne Ka Socho’ as an easier alternative.
After launching Tata Salt Lite, the brand released a campaign in 2018 to spread awareness about hypertension and its symptoms. It showed that getting angry in everyday life situations without a reason could be one of the symptoms of hypertension. It wanted people to take notice of such behaviour and take preventive measures to control their blood pressure.
Unlike this campaign, the current one doesn’t highlight a health disorder. Rather, it positions the product as a healthier solution rather than compromising on the food’s taste.
Tata Salt Lite’s positioning as a low-sodium salt highlights the brand’s promise, ‘Desh ki Sehat, Desh Ka Namak’. It reinstates its commitment towards societal health and well-being. Traditionally, the brand’s selling point has been these essential nutrients. For example, Tata Salt Plus has iron. More importantly, the brand came into existence on the iodine plank, as it was the country’s first packaged iodized salt brand.