Key Update

iD Fresh Food has expanded its protein portfolio with the launch of iD Protein Chapati and iD Protein Parota. The products are now available in Bengaluru and Mumbai, with Delhi set to follow later this month.

Building on the success of its protein-rich batter, the company has now introduced protein-enriched versions of two widely consumed staples — chapati and parota. Rather than encouraging consumers to shift to specialised diets or supplements, iD Fresh has integrated protein into foods that are already part of daily meals. This approach makes meeting protein requirements easier and more practical.

Addressing India’s Protein Intake Challenge

A significant portion of India’s population falls short of the recommended daily protein intake. While awareness is growing, many consumers still associate higher protein consumption with drastic diet changes or packaged supplements. iD Fresh addresses this concern by fortifying familiar staples. By enhancing everyday foods with added protein, the brand supports better nutrition in a way that feels natural, convenient, and sustainable.

With this launch, the company strengthens its presence in India’s fast-growing protein-infused food category. Valued at approximately INR 38,247 crore in 2024, the segment is projected to cross INR 1.36 lakh crore by 2033, reflecting rising consumer interest in functional, nutrient-focused foods.

Leadership Perspective

Rajat Diwaker, CEO – India, iD Fresh Food, said the expansion aligns with the company’s commitment to improving daily meals by making them fresher, cleaner, and more nutritious. He highlighted that the new products enhance the nutritional value of staples consumed across Indian households.

Enakshi Dasgupta, Head of New Product Development, noted that after the positive response to the protein batter, extending the benefit to chapati and parota was a logical next step. She added that these staples span regions and age groups, enabling the company to deliver meaningful nutritional improvements without compromising taste or convenience.

Clean-Label Assurance

The new range adheres to the brand’s clean-label philosophy. The products contain no preservatives, chemicals, or artificial additives, while maintaining the softness, flavour, and authenticity expected from traditional chapatis and parotas.

Source: Food and Beverage News