Tata Soulfull launches Masala Oats+ Dal Shakti, a Mazze-Dal delight for your evening bite

~ A delicious option offering the goodness of Dal protein and ease of 4-minute cooking~

Chandigarh, July 30th, 2024 – Tata Soulfull, renowned for its commitment to delivering tasty, better-for-you millet-based products, proudly announces the launch of Tata Soulfull Masala Oats+ Dal Shakti. This disruptive new variation in the Masala Oats category combines the goodness of Moong dal with its leading Mast Masala flavor. This provides an unparalleled snacking experience that combines nutrition, taste and convenience.

Tata Soulfull has revolutionized the snacking space with its non-sticky Masala Oats+ made with 25% millets. Like millets, Dal is an ancient Indian grain which is highly consumed across households across the length and breadth of the country. The goodness of Dal is deep-rooted in the Indian culture, and it is the ultimate comfort food for an Indian consumer. Different types of Dal are consumed in different states. Moong Dal, widely consumed in the form of Khichdi and dal tadka is considered extremely tasty. The new launch of Tata Soulfull Masala Oats+ Dal Shakti combines the taste and goodness of Moong Dal with the non-sticky proposition of the core range. The inclusion of Moong Dal, delivers a strong Dal protein proposition with the convenience of 4 minute cooking time, thus making it a wholesome evening snack. This new product offering comes at an introductory price of Rs 15/-, ensuring nutrition and taste at an affordable price point for consumers.

“Tata Soulfull’s launch into Masala Oats brought disruption to the category and unlocked significant growth. Prior to Soulfull’s launch, the category was growing at 13%, and since our entry, we have driven category growth to 25%,” said Mr. Prashant Parameswaran, MD & CEO, Tata Consumer Soulfull. “This successful launch addressed consumer pain points by offering a ‘non-sticky’ proposition with the goodness of oats. We are extremely excited about our latest innovation in the category: Tata Soulfull Masala Oats+ Dal Shakti. Here, we further cater to the core taste profile and love for Indianness among our consumers by including Long Dal in a power-packed nutritional bowl. We believe this will further fuel excitement in the category and make Tata Soulfull Masala Oats+ Dal Shakti a staple in every household across the country.”

Vikas Gupta, Global Head- R&D for Tata Consumer Products said- “Masala Oats+ Dal Shakti perfectly blends the nutritional benefits of oats with the goodness of Dal protein, topped by a unique seasoning specially crafted for the Indian consumer. This product has been thoughtfully designed to offer our consumers a delightful and superior snacking experience.”

Drawing from Tata Consumer Products’ deep expertise in the pulses category, honed through its renowned Tata Sampann range, Tata Soulfull Masala Oats+ now incorporates the goodness of dal protein, making it a wholesome snacking option.

Tata Soulfull Masala Oats+ Dal Shakti is available in two SKUs: a 31g pack at an introductory price of Rs 15/- and a 500g pack priced at Rs 249/-. This affordable pricing ensures that consumers can enjoy a nutritious and delicious snack without compromising on taste or quality.