Gladful is India’s first protein brand for kids & families that is on a mission to bridge the country’s protein deficiency through protein-rich products
Gurugram-based startup Gladful, an online protein foods brand for kids and families, has raised pre-seed funding from Antler India.
Gladful is creating various food and snacking products that combine formulation innovation, fantastic taste and nutritional functionality. In a country where more than 73% of the urban population is protein deficient, Gladful aims to become the country’s largest healthy food and snacking brand for kids and families, enabled by a community of passionate parents. By designing functional foods and snacks, Gladful’s vision is to solve India’s protein and other nutritional deficiencies.
“Protein is the most ignored macro nutrient in Indian meals, with many myths surrounding its consumption. Interestingly, the situation is not very different in non-vegetarian households. 73% of urban rich including kids are deficient in protein”, says Parul, Co-founder and Chief–mom at Gladful.
Gladful launched in December with their first product – 100% vegetarian, mini baked cookie bites fortified with rice, pea and milk protein. Made with unrefined cane sugar, these products do not contain ‘maida’ (white flour), trans fats or cholesterol and deliver at least 20% of daily protein requirement per serving. As a tasty snack, the baked cookie bites can fit in any child’s daily tiffin.
Co-investors in the round include Huddle Accelerator, Shiprocket via their program RocketfuelXHuddle and angel investors such as Ankita Vashistha from StrongHer Ventures & Encubay Angel Network and Paavan Nanda, co-founder WinZO Games. The funds will be utilized towards strengthening the innovation funnel and amplifying marketing efforts.