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Freshezy launches Mighty, a plant-based protein, ready-to-cook range

Mighty  unveiled its ready-to-cook and eat range of plant-based protein preparations  as an optimal diet for Indian palates and their health. These preparations  are a first of its kind innovation by food tech company – FreshEzy Foodtech  Private Limited, to make every Indian healthier, stronger and mightier one  meal at a time.
 The wide range of products are artisanal, handcrafted products which cater to  the evolving Indian palate. Unlike most plant-based products (PBP), in the  market, the brand promises to delight the taste buds while nourishing the  body in a convenient and far more accessible manner. The products will be  retailed soon in Mumbai and Pune.
 A recent survey by the Indian Market Research Bureau (IMRB 2020), to  ascertain the levels of protein deficiency and awareness about protein in  India showed 73% of urban rich are protein deficient, with 93% of them  unaware about their daily protein requirements. Backed by serial investor  Tarun Katial, the brand seeks to fill this very gap with its plant-based,  tasty and clean protein product range.
 Commenting on the launch Dibyendu Bindal, founder and CEO, Mighty, said,  “High-quality protein is defined as a protein that supports maximal growth  and if the content, quality, or availability is low, it will limit growth and  recovery. Our plant-based products are handmade, high-quality protein  extracted from Green Gram, Chickpeas and Peas to cater to a protein-deficient  India. Mighty is targeted at the young but busy individual helping them meet  their daily protein requirement. But we want to make the process delicious.  We aim to infuse as much flavour and taste in every Mighty recipe as  possible, while making it as convenient and guilt free as possible.”
 The pandemic has prompted many people to switch to a more organic,  plant-based diet that includes nutraceuticals or supplements. The trend is  gaining popularity globally and picking up pace in India as well. The brand  intends to address the nascent needs of Indians and their protein deficiency  knowing that it is crucial not only for growth and development but also to  fight against diseases and non–communicable diseases. The brand’s products  cater to vegetarian and non-vegetarian taste palates of Indians and has  introduced some unique products that are guaranteed to provide ‘all of the  taste and none of the guilt.
 “India needs to encourage the consumption of protein as a part of a daily  diet, which is also in line with the Sustainable Development Goal (SDG) 2 -  to end hunger, achieve food security and improved nutrition and SDG 3 - the  promotion of good health and wellbeing,” added Bindal.


Source: Our Bureau, 25Oct2021, http://www.fnbnews.com/Top-News/freshezy-launches-mighty-a-plantbased-protein-readytocook-range-65433

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