Called Protinex Lite, the product is the latest offering from Danone India's nutrition HFD (health food and drink) brand, Protinex.
According to the company, it presents health benefits for those who require the dual advantages of a low-sugar, high-protein beverage, and consists of a 'superior formulation': it has a low glycaemic index (GI), is high in fibre, and contains '27 vital nutrients'.
The product is also said to be able to support weight management, an active lifestyle, diabetes care, and improved muscle health.
Protinex Lite is part of Danone India's plan to contribute to tackling protein deficiency in adults in India, which comes under its wider commitment to the Eat Right Movement by the Food Safety and Standards Association of India (FSSAI), whereby it has pledged to reduce added sugar in its Protinex line by 20% by 2020.
NPD for nutrition
Commenting on the new product, Himanshu Bakshi, Danone India's director of marketing and Human Care Nutrition Solutions (HCNS), emphasised the crucial role of food companies in helping consumers live 'healthier lives through healthier food choices'.
He said Danone was making "concerted efforts" to increase consumer awareness of protein in muscle health.
He also mentioned a recent campaign launched by Protinex, called ProtinexForMuscleHealth, meant to establish the importance of protein for good muscle health in India.
Danone India's head of nutrition science and medical affairs, Dr Nandan Joshi, also weighed in, saying that contrary to popular belief, protein supplements were not only suitable for those with specific medical conditions.
"While some may be more suitable as per one's health needs, not many people are aware about the right amount and type of protein to consume. This is important because meeting one's daily protein requirement is essential to maintain good muscle health.
"In special cases, such as, diabetes and obesity, it becomes necessary to consider options that have no added sugar," he added.
Packed with goodness
Elaborating on Protinex Lite's composition, Bakshi told NutraIngredients-Asia: "Apart from its high-protein, low-GI and sugar-free formulation, Protinex Lite is powered with 27 vital nutrients, such as vitamin B1, vitamin B2, phosphorous, magnesium, vitamins A, E and C, copper, zinc, sodium, potassium and calcium, among others."
He added that the beverage contained milk and soy-based protein, making it suitable for India's largely vegetarian population. Furthermore, unlike other sugar-free functional products on the market, Protinex Lite does not contain any sweeteners, artificial or natural.
The product, which comes in a powder format and is currently available in just one flavour (vanilla), will be sold in India via e-commerce platforms and in retail stores.
Bakshi said, "Based on our mission to bring health through food to as many people as possible, our latest innovation contains nutrients that help to support the goals of an active lifestyle."