Emami Agrotech, the edible oil arm of the Rs 20,000 crore Emami Group, entered the processed food category in Mid-March 2021 with the launch of Soya Chunks under the brand name Emami Healthy & Tasty.
Popular for its range of edible oils & spices, Emami Healthy & Tasty is now offering Soya Chunks rich with 3 Immunity Building nutrients & additionally fortified with Zinc in India. Soya Chunks, also known as Soya Badi, has been a famous and rich vegetarian source of protein over the years across households. With a renewed focus on health and healthy living, consumers seek food products offering additional health benefits without altering their taste preferences.
Sudhakar Desai, chief executive officer, Emami Agrotech, said, “Emami Agrotech has been present in the food business for over a decade since Emami Healthy & Tasty Mustard oil was launched in 2010. Over the years, the brand Healthy & Tasty has gained consumer trust through quality benchmarking. To build upon this trust, we decided to go beyond our current staple portfolio of edible oils & spices and enter the larger processed food category. With consumer insight-driven R&D efforts, the company has developed “First Time in Industry” Nutri Soya Chunks - which are rich in immunity-building nutrients like Iron & Zinc along with high protein content. It retains product’s original taste & texture.”
Emami Agrotech has launched Emami Healthy & Tasty Smart Balance Nutri Soya Chunks initially in West Bengal with a projected plan to take the product nationally in coming months (12 months from the launch of Soya Chunks). Elaborating on this, Krishna Mohan, Director, Emami Agrotech Ltd added, “West Bengal is the largest market for soya chunks and is estimated to account for more than one-third of national consumption. In general, the awareness level about the importance of protein consumption is much higher in West Bengal, across vegetarians and non-vegetarians, leading to soya chunk dishes being consumed 4-5 times a month in a household. Further, our brand Emami Healthy & Tasty enjoys market leadership in cooking oils, which we would like to leverage along with the high level of synergy in the existing distribution and marketing setup.”
Emami Healthy & Tasty Smart Balance Nutri Soya Chunks is available in Regular Chunks and Mini Chunk Size, across pack sizes 45g, 80g, 200 gm Pet Jar and 1 Kg at price points ranging from Rs 10 to Rs 150.
Emami Healthy & Tasty is manufactured and marketed by Emami Agrotech, India’s second-largest edible oil producer. Emami Agrotech also produces Emami Healthy & Tasty range of edible oils, Mantra Spices, Himani Best Choice range of edible oils, Rasoi Vanaspati and Bake Magic Speciality Fats. Renowned celebrities like Amitabh Bachchan, Salman Khan, Prosenjit Chatterjee, Sabyasachi Chakraborty and others endorse the brands nationally and regionally.
Emami Agrotech has launched Emami Healthy & Tasty Smart Balance Nutri Soya Chunks in March 2021.