Dubai, United Arab Emirates – Tata Soulfull, a brand specializing in snacks and breakfast cereals, has officially launched its products in the GCC region. A venture by Tata Consumer Products Limited, the company consolidates the key food and beverage interests of the Tata Group.
Tata Soulfull’s acclaimed range of millet-based snacks and cereals is now accessible in major supermarkets and retailers across the UAE and Kuwait, with plans for further expansion throughout the GCC within the next 6-12 months.
Aligned with the United Nations’ proclamation of 2023 as the International Year of Millets, these ancient grains have gained prominence, underscoring their potential in enhancing food security and contributing to sustainable agriculture.
Prashant Parameswaran, MD & CEO of Tata Consumer Soulfull, commented on the company’s initiative: “The global health and wellness trend is driving consumers towards more nutritious and wholesome food choices. Millets fit well into this narrative with their myriad health benefits.”
Highlighting the importance of millets in the context of environmental sustainability, Parameswaran added, “In a world where water is scarce, millets are an ideal crop. In addition to their high nutritional benefits, millets can grow in conditions that many other crops can’t tolerate. They are heat-tolerant and need significantly less water than other grains.”
Tata Soulfull’s portfolio includes products like Millet Muesli Crunchy, Millet Muesli Fruit & Nut, Ragi Bites Crunchy Choco, and Ragi Bites Choco Fills. These offerings cater to evolving consumer preferences and serve as wholesome options for anytime snacking or breakfast.
Parameswaran emphasized the company’s commitment to health-conscious consumers, stating, “People want to eat healthy, and our research for new products is now based on these findings. Where we score is in creating imaginative, attractive, and super tasty cereal mixes and snacks that are irresistible and nourishing, both for children and adults.”
Tata Soulfull cereals are currently available in prominent retail stores across the UAE at competitive prices. The brand’s dedication to product innovation and its recognition in the form of the Nielsen Breakthrough Innovation Award 2023 underpin its efforts to introduce Indian Millets in unique and convenient formats.