On National Protein Day, i.e., 27th February 2020, Britannia Industries Limited, one of India’s largest Foods & Dairy Companies, talks about their new consumer promise with their protein rich cheese through the launch of #StartProteinStrongcampaign.According to India’s Protein Paradox*, the underconsumption of protein in Indian households can be pinned down to several influencing factors, a crucial one being the inability to identify the correct sources of protein. Proteins are an important macronutrient and should be an essential component of any diet. However,a study by ICMR in 2020 ameagre five per cent of rural Indians and 18 per cent of urban populace in the country consume the recommended amount of good quality proteins.On National Protein day, Britannia through its new campaign#StartProteinStrong,aims to educate consumers about the role of Britannia Cheese as a source of good quality protein.
Commenting on the campaign launch, Mr. AbhishekSinha, Chief Business Officer, Dairy Business, Britannia Industries Limited, said, ‘’Protein intake is a vital need, especially amongst children. At Britannia, we aim to ensure that our products provide a nourishing and fun way of daily protein consumption for our audiences. Many studies have also indicated the deficiency of good quality protein in the average Indian kid’s daily diet. On National Protein Day,our aim was to amplify the need for Indian parents to ensure their children get the right amount of good quality protein by including Britannia Cheese in their diet. Made with the goodness of cow’s milk, Britannia Cheese is a delightful source of protein for children to #StartProteinStrong.’