Tata Consumer Products (TCP), the customer products company unifying the principal food and beverage interests of the Tata Group under one umbrella, declared its entrance into the plant-based meat products category, under a fresh brand ‘Tata Simply Better’.
This is in line with the Company’s emphasis on stimulating innovation and improving its total addressable market. With this fresh brand, the company is expanding its product portfolio into a new category, targeting customers who are glancing to encompass more plant-based ingredients for health, environmental or other appreciations, without negotiating on taste.
Plant-based meats are at the lead of the broader plant protein landscape, attempting to recount the sensory and cultural resonance of animal-derived meat, but without the associated significance to the environment and health.
There is a powerful consumer trend toward healthier and better sustainable lifestyles, broadening the food choices consumers create. This is riding increased interest and acknowledgement of plant-based diets. This customer companion who is conscious of the health and environmental benefits of plant protein is inclined to widen to a more diverse audience glancing to supplement their diet with plant-based alternate meat products.
As part of Simply Better, four delicious plant-based meat variants have been initiated – Nuggets, Burger Patty, Awadhi Seekh Kebab and Spicy Fingers. The product range is abundant in protein, is trans-fat free and has no put in preservatives, artificial colours or artificial flavours. As regular meat/ alternative meat products need to be refrigerated, Simply Better can be stored at room temperature making this a better convenient and travel-friendly product. The products are priced in the range of Rs 350-450 and will be accessible across India in selected retail outlets and on eCommerce platforms.
Talking about the new launch, Deepika Bhan who is the President of packaged Foods (India), Tata Consumer Products, said “With increasing health and sustainability consciousness among customers and raised exposure to global food trends, we believe there is significant opportunity for brands like us to innovate with plant proteins. Our plant-based meat contributions under the ‘Simply Better’ brand are a ‘better for you’ option that is also helpful and tastes great. Simply Better products are wealthy in protein and independent from trans-fat without jeopardizing the taste and texture that the consumers are striving for. We acknowledge Tata Consumer Products is well placed to untie the market potential of this segment and scale up to join developing consumer flavours and preferences.”
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