Orkla's MTR Launches Protein Breakfast Range to Tap India's Growing Demand for High-Protein Foods

Orkla India-owned MTR Foods has expanded its breakfast portfolio with the launch of a new Protein Breakfast Range, as the company looks to capitalise on the rising demand for protein-rich and clean-label food products in India.

The launch reflects changing consumer preferences, with more buyers seeking convenient food options that also offer better nutritional value. By adding plant-based protein to traditional Indian breakfast staples, MTR aims to strengthen its leadership in the packaged breakfast segment while catering to health-conscious consumers.

New Range Features Protein-Rich Breakfast Staples

The newly launched portfolio includes Protein Rava Idli Mix, Protein Dosa Mix, Protein Upma Mix, along with 3-Minute Breakfast variants such as Protein Poha, Protein Khatta Meetha Poha, and Protein Upma.

According to the company, each serving provides 10 grams of plant-based protein and is formulated without added preservatives, maida, or palm oil. The products also use low-sodium salt, aligning with the growing demand for cleaner ingredient labels.

Developed at MTR's Cuisine Centre of Excellence in Bengaluru, the new range seeks to combine traditional Indian flavours with nutritional enhancements without compromising on taste.

Orkla Bets on Evolving Consumer Preferences

MTR said the new range builds on its long-standing focus on breakfast innovation, having previously introduced products such as dry batters, fresh batters, and instant breakfast mixes.

The company believes incorporating plant-based protein into familiar breakfast formats can help meet these evolving preferences while retaining the authenticity associated with the MTR brand.

Rollout to Begin Across Metro Cities

MTR will initially make the Protein Breakfast Range available in the top four metro cities through quick-commerce platforms and leading general trade outlets. The company plans to gradually expand distribution across India's top 28 metropolitan cities.

Conclusion

The launch underscores Orkla India's strategy of expanding its value-added food portfolio by addressing emerging nutrition trends. As demand for protein-enriched packaged foods continues to rise, MTR's latest offering is expected to strengthen its position in the breakfast category while broadening its appeal among consumers seeking healthier and convenient meal options.

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