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MTR Foods is entering fast-growing protein breakfast category with six new products, betting on rising consumer demand for protein-rich everyday foods even as whey protein prices continue to climb.

The Orkla India-owned brand has launched six stock-keeping units (SKUs) across its dry breakfast mixes and three-minute breakfast range, each offering 10 grams of protein per serving through plant-based protein instead of whey.

Speaking to businessline, Sunay Bhasin, CEO, MTR Foods, said the company expects protein to emerge as a key growth lever within its breakfast portfolio as Indian consumers become increasingly conscious about nutrition.

“We are seeing a third driver emerging in breakfast. Earlier it was taste and convenience. Today, consumers are also looking for what we call ‘permissibility’—they are paying attention to ingredients and protein content, without compromising on taste,” Bhasin said.

The launch comes at a time when whey-based protein prices have risen sharply amid strong demand, prompting food companies to explore alternative protein sources. MTR said its products use plant protein, allowing it to position the range as an extension of traditional Indian breakfast rather than a functional nutrition offering.

Speaking to businessline, Sunay Bhasin, CEO, MTR Foods, said the company expects protein to emerge as a key growth lever within its breakfast portfolio as Indian consumers become increasingly conscious about nutrition.

“We are seeing a third driver emerging in breakfast. Earlier it was taste and convenience. Today, consumers are also looking for what we call ‘permissibility’—they are paying attention to ingredients and protein content, without compromising on taste,” Bhasin said.

The launch comes at a time when whey-based protein prices have risen sharply amid strong demand, prompting food companies to explore alternative protein sources. MTR said its products use plant protein, allowing it to position the range as an extension of traditional Indian breakfast rather than a functional nutrition offering.

The company will initially launch the range across major e-commerce platforms and in the country’s four largest metros before expanding to the top 28 cities, leveraging its digital commerce strategy.

Published on July 17, 2026

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