Amul, the esteemed dairy giant in India, is gearing up to revolutionise the health and fitness arena with the launch of an extraordinary product – ‘super milk.’ This nutritional powerhouse boasts a staggering 30 grams of protein in a 200 ml pouch, a fivefold increase compared to the usual protein content found in a regular glass of milk.
The introduction of this ‘super milk’ by Amul is slated for exclusive availability through its dedicated e-commerce platform. This strategic move ensures easy access for health-conscious consumers residing in key cities including Ahmedabad, Delhi, Chandigarh, Mumbai, Pune, Bengaluru, and Kolkata, allowing them to procure this nutritional marvel with just a few clicks.
Jayen Mehta, the Managing Director in charge of Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), describes this ‘super milk’ as not merely a beverage but a nutritional superhero. He stated during the ‘TiECon Ahmedabad’ event that they would soon introduce high-protein fresh milk and curd. He highlighted that a 200 ml pouch of this ‘super milk’ would contain 30 gm of protein, contrasting sharply with the current market standard of 6 gm of protein in 200 ml of milk. Mehta emphasised the necessity for daily protein intake, claiming that individuals require 1 gram of protein per kilogram of their body weight each day. He noted that for vegetarians, sources of protein are restricted, posing challenges in meeting their protein requirements.
Mehta further revealed that this protein-rich milk will be available in PET bottles or cartons, exclusively accessible through Amul’s e-commerce platform. The company’s direct-to-consumer approach via e-commerce facilitates doorstep deliveries, serving health enthusiasts in various cities.
Amul has already introduced high-protein variants like lassi, milkshakes, and buttermilk, offering 15-20 gm of protein, directly retailed through its e-commerce platform. Additionally, the milk cooperative markets whey protein priced at Rs 2,000 for 960 gm, catering to diverse consumer preferences in the fitness and nutrition sphere.
