Finding a Sweet Spot

Brands are stepping up on innovation to offer indulgent food items with healthier options while still delivering on taste and satisfaction

- VAISHALI DAR

How about an ice cream so low in calories that you could eat a whole tub without remorse? Or a kulfi infused with protein and other nutrients to take your fitness goals to the next level? What if we gave you an indulgent post-meal mithai option made with clean ingredients?

With health and nutrition becoming mainstream priorities for consumers, brands are now finding a sweet spot between calories and cravings to offer indulgent food items that are both tasty and brimming with wellness. And minus the guilt trip, of course.

Food & FMCG giant Amul recently launched its 'protein kulfi'—the mango-flavoured version has 10 gm protein per 60 gm serving, with just 57 calories. Besides being low-fat, the kulfi is also sugar-free, lactose-free, prebiotic, and packed with 100 million colony-forming units (CFU) of probiotics. Priced at ₹40, the product will soon be available across Amul's official quick-commerce partners.

"We are excited about this innovation and many more upcoming high-protein products such as paratha, sandwich, snacks, ice cream, coffee, etc, to ensure that every Indian gets at least 1 gm of protein per kg of body weight every day," said Jayen Mehta, MD, Amul, at the launch event that coincided with the IPL season this year.