Inside BENEO’s new pulse plant: pioneering sustainable protein from faba beans
The on-the-go supplement comes in a single-serving sachet, which is easy to carry and ensures precise dosage
Steadfast Nutrition has launched a protein supplement HerbFast, labelling it ‘Desh ka Protein’. The product is a healthy blend of whey protein, natural herbs and spices, vitamin B complex, digestive enzymes, green tea extract, L-carnitine, and taurine. The on-the-go supplement comes in a single-serving sachet, which is easy to carry and ensures precise dosage, making it markedly different from the boxes of protein supplements that currently dominate the nutraceutical market and are vulnerable to environmental damage, adulteration, and duplication. It is available in a delicious chocolate flavour. 80 per cent of Indians are protein deficient and there is a growing realisation about the need to consume this vital nutrient among people. HerbFast has been launched keeping this need in mind, says Steadfast Nutrition founder Aman Puri.
The Indian nutraceutical market lies in the unorganised sector and has a market share of ₹5000 cr, of which the sports nutrition segment is valued at ₹1300 cr, with an annual growth of about 25 per cent. Protein supplements dominate the performance nutrition market, with a share of 70 per cent in overall consumption. By expanding its portfolio with this unique protein formulation, Steadfast Nutrition also aims to tap into the unsaturated protein supplements segment.
Speaking about the launch, Aman Puri Steadfast Nutrition founder said, “HerbFast is a healthy blend of fast-releasing whey protein that increases muscle strength and helps in muscle growth, special herbs and spices that boost immunity and improve digestion, vitamin B complex that maintains energy levels and good health, and green tea extract, L-carnitine, and taurine that improve metabolism.