MTR launches Protein Breakfast Range to strengthen breakfast leadership
MTR, a business unit of Orkla India Limited, has launched a new Protein Breakfast Range to strengthen its position in the breakfast category. The range includes products such as Protein Rava Idli Mix and Protein Dosa Mix, with each serving providing 10g of plant-based protein. The products will initially be available in top four metro cities via quick-commerce and general trade outlets.
*this image is generated using AI for illustrative purposes only.
MTR, a business unit of orkla , has launched its Protein Breakfast Range to strengthen its leadership in the breakfast category through consumer-led innovation. Announced on July 17, 2026, the new range integrates plant-based protein into traditional breakfast formats, offering consumers authentic taste combined with convenience and mindful ingredient choices. This launch addresses the growing consumer demand for protein-rich foods and transparency in food labels while maintaining the legacy of authentic 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
- Protein Upma Mix
- 3-Minute Breakfast range featuring 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 aims to support more mindful food choices without compromising on taste.
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 |
|---|---|---|---|---|---|
| -0.80% | -0.81% | -7.16% | -3.30% | -17.88% | -17.88% |
How will MTR price these premium protein-enriched products to remain competitive against traditional breakfast options?
What marketing strategies will MTR employ to educate consumers on the benefits of plant-based protein in traditional formats?
Will MTR expand this protein fortification strategy to other product categories beyond breakfast?
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