Orkla launches MTR Protein Breakfast Range comprising Rava Idli Mix, Dosa Mix and Upma Mix
MTR, a business unit of Orkla India Limited, launched its Protein Breakfast Range on July 17, 2026, integrating plant-based protein into traditional formats like Rava Idli and Dosa. Each serving offers 10g of protein with a clean-label proposition, free from preservatives and palm oil. Initially available in top four metros via quick-commerce and general trade, the range will expand to 28 cities.
*this image is generated using AI for illustrative purposes only.
MTR, a business unit of Orkla India Limited , launched its Protein Breakfast Range on July 17, 2026, to strengthen its leadership in the breakfast category through consumer-led innovation. The new range integrates plant-based protein into traditional breakfast formats, addressing the growing consumer demand for protein-rich foods and transparency in food labels. This strategic move aims to support mindful food choices without compromising on the authentic taste of Indian breakfast.
Product Portfolio and Features
The MTR Protein Breakfast Range comprises a variety of mixes designed to provide 10g of plant-based protein per serving. The portfolio includes Protein Rava Idli Mix, Protein Dosa Mix, and Protein Upma Mix. Additionally, the 3-Minute Breakfast range features Protein Poha, Protein Khatta Meetha Poha, and Protein Upma.
The products feature a clean-label proposition with no added preservatives, no maida, no palm oil, and low-sodium salt. Developed at MTR's Cuisine Centre of Excellence in Bengaluru, the range reflects the company's commitment to reimagining Indian breakfast for modern lifestyles.
Strategic Expansion and Availability
Sunay Bhasin, CEO, MTR, highlighted that the innovation is driven by evolving consumer needs for transparency and permissibility alongside traditional flavours. The Protein Breakfast Range will initially be available across the top four metro cities through quick-commerce platforms and leading general trade outlets. The company plans a phased expansion across India's top 28 metros to widen the reach of these products.
| Metric | Detail |
|---|---|
| Protein per serving | 10g |
| Key attributes | No added preservatives, no maida, no palm oil, low-sodium salt |
| Initial availability | Top 4 metro cities |
| Planned expansion | Top 28 metros |
Historical Stock Returns for Orkla
| 1 Day | 5 Days | 1 Month | 6 Months | 1 Year | 5 Years |
|---|---|---|---|---|---|
| -1.06% | -4.04% | -7.84% | +1.21% | -23.78% | -23.78% |
How will the pricing strategy of the Protein Breakfast Range compare to traditional breakfast mixes to drive mass adoption?
What marketing initiatives will MTR employ to educate consumers on the specific benefits of plant-based protein in traditional formats?
Will MTR explore extending this protein fortification technology to other product categories beyond breakfast, such as ready-to-eat meals or snacks?
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