Naturell's new RiteBite Max Protein chips are India’s only extruded protein-rich savoury snack which is neither fried or baked, the self-styled “visionary healthy lifestyle brand” says.
The hot-air puffed chips, which are made from oats, wheat, soy, ragi, gram, corn and rice, are available in three flavours: Cheese & Jalapeño, Spanish Tomato and Minty Chaat.
They contain three times more protein than corn chips or nachos, and three times less fat than fried namkeens, Naturell claims.
Containing 10 grams of protein, equivalent to two cups of daal, and three grams of fibre per serving, the company hopes RiteBite Max Protein will trade on India’s growing trend towards healthy foods, especially in urban areas.
Rising awareness among consumers of healthier snacking has brought a growth in demand for protein- and fibre-rich at the same time as a reduction in preference for fat-laden oily snacks. Yet, according to a recent consumer survey by the Indian Market Research Bureau, 80% of Indian diets are protein deficient.
“Ever since Naturell’s inception, we have focused on products which promote a healthy lifestyle,” said Vijay Uttarwar, chief executive.
“RiteBite Max Protein is our endeavour to add value to the food industry by offering a blend of nutrition and taste, keeping in mind the growing needs of healthy eating.”