Bangalore, July 30^th, 2024 – Tata Soulfull, renowned for its commitment to delivering tasty, better-for-you millet-based products, proudly announces the launch of Tata Soulfull Masala Oats+ Dal Shakti. This disruptive new variation in the Masala Oats category combines the goodness of Moong dal with its leading Mast Masala flavor. This provides an unparalleled snacking experience that combines nutrition, taste and convenience.

Tata Soulfull has revolutionized the snacking space with its non-sticky Masala Oats+ made with 25% millets. Like millets, Dal is an ancient Indian grain which is highly consumed across households across the length and breadth of the country. The goodness of Dal is deep-rooted in the Indian culture, and it is the ultimate comfort food for an Indian consumer. Different types of Dal are consumed in different states. Moong Dal, widely consumed in the form of Khichdi and dal tadka is considered extremely tasty. The new launch of Tata Soulfull Masala Oats+ Dal Shakti combines the taste and goodness of Moong Dal with the non-sticky proposition of the core range. The inclusion of Moong Dal, delivers a strong Dal protein proposition with the convenience of 4 minute cooking time, thus making it a wholesome evening snack. This new product offering comes at an introductory price of Rs 15/-, ensuring nutrition and taste at an affordable price point for consumers.

“Tata Soulfull’s launch into Masala Oats brought disruption to the category and unlocked significant growth. Prior to Soulfull’s launch, the category was growing at 13%, and since our entry, we have driven category growth to 25%,” “This successful launch addressed consumer pain points by offering a ‘non-sticky’ proposition with the goodness of oats. We are extremely excited about our latest innovation in the category: Tata Soulfull Masala Oats+ Dal Shakti. Here, we further cater to the core taste profile and love for Indianness among our consumers by including Long Dal in a power-packed nutritional bowl. We believe this will further fuel excitement in the category and make Tata Soulfull Masala Oats+ Dal Shakti a staple in every household across the country.”

Prashant Parameswaran, MD & CEO, Tata Consumer Soulfull.

“Masala Oats+ Dal Shakti perfectly blends the nutritional benefits of oats with the goodness of Dal protein, topped by a unique seasoning specially crafted for the Indian consumer. This product has been thoughtfully designed to offer our consumers a delightful and superior snacking experience.”

Vikas Gupta, Global Head- R&D for Tata Consumer Products

Drawing from Tata Consumer Products’ deep expertise in the pulses category, honed through its renowned Tata Sampann range, Tata Soulfull Masala Oats+ now incorporates the goodness of dal protein, making it a wholesome snacking option.

Tata Soulfull Masala Oats+ Dal Shakti is available in two SKUs: a 31g pack at an introductory price of Rs 15/- and a 500g pack priced at Rs 249/-. This affordable pricing ensures that consumers can enjoy a nutritious and delicious snack without compromising on taste or quality.

About Tata Consumer Products Limited

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 15,206 Crs with operations in India and International markets.

For more information, please visit www.tataconsumer.com

About Tata Soulfull:

Tata Consumer Soulfull Pvt. Ltd. is a 100% subsidiary of Tata Consumer Products Limited and operates in the lifestyle-focused food segment under the brand name ‘Tata Soulfull’. Tata Soulfull is one of the leading brands in India’s ‘good for you’ packaged foods market. The brand Tata Soulfull was launched in 2013 and offers a portfolio of millet-based products for children and adults in contemporary tastes and formats. With rich expertise in ancient millets like ragi (finger millet), Tata Soulfull has an innovative portfolio of products such as breakfast cereals, nutritious snacks, muesli, and cereal-based drinks.

For more information, please visit   http://www.tatasoulfull.com

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