Origin Nutrition is much better known in India for its protein powders range, made from a blend of both pea and pumpkin seed protein.
“Pumpkin seeds are more expensive of course, but it provides a good nutritional profile and we get to also ensure that the product is clean label overall,” Origin Nutrition Co-Founder Aditi Mammen Gupta told FoodNavigator-Asia.
“We don’t focus on protein products as so much of a functional ingredient, but are more interested in how to integrate these into daily habits hence why we developed formats such as powders which can be used when making anything from roti to curries; as well as snacks.
“The snacks category is newer to us, but healthier snacking has definitely been on the rise in India despite being a little slower than average, and is a category that is very important in reaching the masses.”
The firm’s snack brand Mojo Pops are made with peas, lentils, maize, tapioca, chickpeas, spinach, carrot and more, and has been launched in three flavours including the very unique Pudina (mint) chutney, Sour cream and onion, and Tomato.
“We made sure not to use any potato as there are so many of those in the market today, and have also moved completely out of the baked/fried category by popping our protein chips instead,” she added.
“Compression popping involves first making pellets out of the ingredients, spraying with just a little bit of oil, then using high heat and temperature on these until they pop.
“The most outstanding feature about this method in addition to being healthier than being fried or baked is that it gives the chips a more fragrant profile and this is a feature that many consumers have come back for.”
Origin Nutrition also prides itself on using all-local ingredients, having just made this upgrade to its supply chain this year.
“Our pea protein also needs to go through a much gentler extraction process than average as we require a certain high quality,” she said.
“Previously India’s pea protein quality was not sufficient to meet our quality requirements, and we had to import peas from the United States or Canada – which is never a good idea when you consider having to get these through border customs and so on.
“This year we have managed to go completely local with our sourcing, and this allows us to be much more stable in terms of supply and pricing due to the larger quantities we can work with.”
Pea innovations
Origin Nutrition also has specialised superfood drinks containing probiotics for children, and specialty nutrition blends for elderly consumers.
It is also launching a range of protein bars this year to complement the rest of its portfolio.
“Overall we target any consumer that wants to increase their protein consumption, and mostly we see this in the age group between 25 and 45,” she added.
“This is why we need to have a wide variety of formats to suit various tastes, and protein bars are another category which is very much in line with what we want to do.
“Consumer behaviour in India today is really changing in that everything needs to have that healthy twist or healthy element to really catch the consumer’s eye, so we must evolve accordingly.”
