Orkla India: MTR Strengthens Breakfast Dominance with Strategic Protein Range Launch
Orkla India Limited’s flagship food brand MTR has expanded its breakfast portfolio with the launch of a new Protein Breakfast Range, targeting India’s growing demand for nutritious and convenient meal options.
Announced on July 17, 2026, the new range combines traditional Indian breakfast recipes with plant-based protein and clean-label ingredients, reflecting the company’s strategy to strengthen its presence in the rapidly growing health and wellness food segment.
Protein-Rich Breakfast Options
The newly launched portfolio offers 10 grams of plant-based protein per serving, helping consumers increase their daily protein intake without compromising on the taste of traditional Indian breakfast dishes.
The range includes:
- Protein Rava Idli Mix
- Protein Dosa Mix
- Protein Upma Mix
- 3-Minute Protein Poha
- 3-Minute Protein Khatta Meetha Poha
- 3-Minute Protein Upma
The products are designed for consumers seeking convenient, protein-rich meal options suitable for busy lifestyles.
Focus on Clean Ingredients
MTR has positioned the new range around a clean-label proposition.
According to the company, the products are:
- Free from added preservatives
- Free from maida (refined flour)
- Free from palm oil
- Prepared using low-sodium salt
The company aims to address increasing consumer demand for healthier packaged food while maintaining the authentic taste associated with the MTR brand.
Phased Expansion Strategy
The Protein Breakfast Range will initially be launched across India’s top four metropolitan cities through quick-commerce platforms and leading retail outlets.
Orkla India plans to gradually expand the product range across the top 28 metropolitan cities, allowing the company to scale distribution in line with consumer demand.
Management Commentary
Commenting on the launch, Sunay Bhasin, CEO of Orkla India, said the company continues to focus on consumer-led innovation by combining authentic Indian flavors with evolving nutritional preferences.
He noted that consumers increasingly seek transparency, healthier ingredients, and convenience in their food choices, making protein-rich breakfast products an important addition to the MTR portfolio.