INDIA – Mars Edge, the investment arm of Mars Incorporated focused on health and nutrition has launched a new snack range GoMo™ Dal Crunchies in India.
The new product aims to promote health and nutrition especially among school-aged children by boosting their protein and micronutrients requirements.
GoMo Dal Crunchies is a legume-based product as it is mainly made from yellow pea and come in delicious flavors.
It is a good source of required nutrients as it provides 6 grams of protein per 35 gram serving and between 15% and 100% of the Recommended Dietary Allowance (RDA) of key micronutrients, including iron, vitamin A, vitamin B12, vitamin C, and vitamin D.
GoMo™ is available as a health supplement, providing significant amounts of lysine, the limiting amino acid in the Indian diet.
Available flavors include the chili lemon pepper, green chutney and masala mix, tailored to tailored to suite local taste.
It is offered at two price points: 20 rupees ($0.3) and 10 rupees ($0.15).
“This affordable, nutritious product has been created to help nourish school-going children, empowering them to live fuller lives,” said Megha Mehta, senior brand manager of Mars Edge.
“Straight Forward Design really grasped that and delved deep to truly understand what a huge and diverse market we’re dealing with.
“The team has delivered a brand that appeals on so many levels to Indian mums.”
Mars involved Straight Forward Design to create a brand identity that would appeal to Indian mothers.
As part of the innovative approach to take GoMo to hard-to-reach rural areas in India, Mars has partnered with entrepreneurs such as women self-help groups, to sell GoMo™ door-to-door and at small rural shops.
The product is already available in Uttar Pradesh and Maharashtra, which together cover about a third of malnourished children in India.
Mars’ innovative approach to product development and solving global malnutrition was also supported by Tata Trusts, one of India’s most prominent philanthropic organizations.
The launch is part of the company’s approach to bring innovative solutions to health and nutrition through Mars Edge, which looks to incorporate latest science and data technology.
Mars Edge, an incubator program launched this year has since partnered startup Foodspring through a minority stake deal.