Amul has already introduced high-protein versions of lassi, milkshakes, buttermilk, and whey protein on its e-commerce platform
Amul, the Indian cooperative giant, is reportedly gearing up for the imminent launch of its “super milk,” offering a remarkable 35 grams of protein in each glass, expected to hit shelves within a week.
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According to the nutritional details on the packaging, Amul toned milk typically contains around 3 grams of protein per 200 millilitres (ml), while the full cream variant boasts approximately 7 grams, CNBC Awaaz reported.
Amul MD Jayen Mehta told CNBC Awaaz, “This is the highest level of protein in any of our products. We are calling it super milk.”
Amul has already introduced high-protein versions of lassi, milkshakes, buttermilk, and whey protein on its e-commerce platform, each containing 15-20 grams of protein per serving.
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In addition to the high-protein milk, the company, which achieved an annual turnover surpassing Rs 55,000 crore ($7.2 billion) in 2023, is poised to introduce various organic products next week, the report added.
“Organic masalas will hit the market this week itself. There will be 20 more products, gur (jaggery) and sugar, from our organic division soon,” Mehta said.
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US market
Amul is also eyeing the US market.
“We have been exporting butter, cheese, ghee, shrikhand, ice cream, and paneer to the US. Our customers in the US have been wanting more of our products, which have a more Indian taste, including high-fat milk like Amul Gold,” Mehta said.
Will milk prices increase?
“We have not increased the price of milk for 15 months… if the monsoon remains normal, and if the summer remains predictable, we don’t have any plan to increase prices as of now,” Mehta added.
