After a successful stint in the B2B segment, The Solae group is now venturing into the B2C category. Solae, a joint venture company of DuPont and Bunge Ltd, has announced the launch of ‘Soy day’ –a textured soy protein-based product for the consumer market in India.
‘Soy day’ aims at fulfilling the unmet need of protein-with-taste in Indian cuisine, as identified through the consumer research conducted by The Solae Company. Soy day comes in the form of Chunks, Granules and Flakes and aims to provide great tasting food while significantly enhancing the health and nutrition aspect of the food.
Targeting the market that is growing at 11 to 30 per cent rate annually, Soy day will be available initially in three cities Delhi, Mumbai and Bangalore with a gradual rollout across other markets. The product will be imported from its manufacturing facilities in Brazil and will be packed in India. The company is also launching an advertising campaign to support brand-marketing initiatives
Dr. Sanjeev K Chaudhry, Area Director -South Asia & Country Head -India, The Solae Company said, "Our company is widely acknowledged for creating the science of soy protein and we are delighted to share our years of proven expertise through the launch of Soy day. While consumers have long benefited through our customer's products that use Solae soy protein, Soy day is our first direct initiative for the consumers anywhere in the world." He further added, "Increased consciousness regarding health issues is driving consumers to eat better and lead healthier lifestyles and Soy day as a product is right for the time"
The company is looking at spending Rs 2 to 5 crore on commercial advertising for print other forms of communication. The launch-ads will roll out in the next week and the product itself will be available in grocery stores staring 28th of this month.