In a bid to promote healthy snacking, Vijay Uttarwar, CEO, Naturell India sheds light on healthy snacking habit amongst Indians, through the launch of Naturell’s RiteBite Max Protein Chips By Kajol Somaya
What inspired you to introduce 7 Grain Max Protein Chips?
Chips are popular snacks, but there is always a guilt that lingers; potato fried chips are high in fat and not nutritious. We wanted something healthy, yet tasty, that gives you a wholesome snack. Max Protein Chips 7 Grain Snacks contain 10 gm protein, three gm fibre, 65 per cent less fat than your fried chips, has low GI, and is low in refined carbohydrates as compared with other fried chips. We are into health snack business with products such as protein bars, nutrition bars, healthy snacking bars and now into healthy snacks – chips, so we aim to make India healthy with a wide variety of products, especially with our newly launched, India’s first seven-grain protein chips
How do you plan to eliminate fear of packaged food among Indians?
There is always a negative feeling about packaged food in terms of health benefits. People want fresh food, they prefer hot cooked food. But you can’t ignore packaged food, when you don’t have an option; you have to opt for packaged food. If you are busy in your meetings and have no time to have food or when you are in gym, you tend to go for packaged healthy food. Packaged food is now filled with health benefits, have hygiene factor and moreover, it is convenient for consumption on the go. So can chips be healthy? Can healthy be tasty? Yes, with Max Protein Chips, you can be healthy and guilt free with a yummy feeling. Healthy yet tasty!
Are you considering partnering with online stores?
We are already associated with major e-commerce platforms.
Which Indian cities are you targeting for your product?
The pan-India distribution network of Naturell built up over a decade is a key factor in RiteBite products’ availability. As a result, one can find RiteBite protein snacks and bars at all major and small outlets. Gradually, we are spreading our wings to expand and strengthen our distribution network. Currently, RiteBite products are sold at modern trade, general trade, standalone stores, chemist and pharma outlets, airlines’ catering, five star hotels and hospitality companies, schools and colleges and corporate canteens. Naturell India mainly serves domestic markets, but also has its presence in international markets such as the USA and other countries. Some of our top major retailers are Food Hall, WH Smith, Hyper City, Spencers, Nature’s Basket, Aditya Birla Retail, Reliance Retail, Wellness Fresh and many more.
Do you think this line extension of ‘Naturell’ will lead to profitable turnover for your company?
Being the market leader in nutrition/ protein bars and with the new product launch in chips category, we have achieved 28 per cent growth in 2015-2016. The company is already in profitable mode.
Are there plans to introduce more flavours?
Since taste and health are the driving factors for us, yes, we are exploring different flavours that suit the taste buds of Indian consumers. Fairly soon, you will see more flavours of Max Protein Chips.
What is your marketing strategy?
RiteBite is the pioneer brand in health and nutrition industry having a market share of more than 60 per cent, and has the vision to reach 100 crores within five years. For taking the brand equity further, some of our marketing efforts for brand promotion are: Focus on retail branding, consumer awareness, sampling, running various offers and schemes, approaching the influencers like gym trainers and dieticians, launching loyalty card/ membership programmes, sponsorship in various sports events, organising various events like a marathon, cyclothon, etc, one to one approach on social media and website and PR activities. Our marketing strategy revolves around awareness programmes and events where we also have a lot of sampling sessions.
In terms of branding and packaging for Ritebite Max Protein snacks, we undertake various steps such as simple and precise communication addressing the current unhealthy snacking problem. The solution to it is our communication message: people munch on chips and namkeen with a guilt. Whereas at RiteBite, we give them “Guilt Free Snacking”. Comparison with other products is also one of the key elements of our focus. We are creating a distinct image of the product – a product to stand on its own rather than just a “me too” product. Some elements like non-fried, non-baked, “guilt free” are the terms on which we focus more, even on the packaging. We follow the philosophy of giving the packaging a premium look and feel, de-cluttering from the other products in the same category, using more of imagery in the POP materials rather than simple text. People tend to forget what is said, but remember what is seen; and introducing innovative POP material in the India market for the chips segment serves the purpose.