Ranveer Singh Launches Fermented Protein Powder For Rs 3000 Per Kg
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SuperYou Pro protein powder is made with bio-fermented yeast technology.
SuperYou Pro offers protein powder in 4 flavours :
→ Classic chocolate
→ Cold coffee
→ Indian masala chai
→ Unflavoured
It comes with 24-27 g of vegan protein per serving and has PDCAAS score of 1.0
PDCAAS stands for Protein Digestibility Corrected Amino Acid Score.
It's a method used to measure protein quality.
The highest score possible is 1.0 which means :
- It has all essential amino acids in sufficient amounts.
- It is easily digested and absorbed.
Company is using monk fruit for natural sweetness.
This protein powder is made using a Bio-fermentation technology.
It is a method where tiny microorganisms (Saccharomyces cerevisiae) convert plant based ingredients into high quality protein.
Compared to dairy or soy protein powders, fermented protein offers :
→ A better balance of essential amino acids
→ Higher digestibility (easier for the body to absorb)
→ Fewer anti-nutritional factors, which can upset the stomach
→ A smaller environmental impact than animal based protein sources
Fermentation also makes the protein softer in texture and smoother in taste.
India's protein powder market is worth around ₹4000 crores.
Brand wants to capture 10% market share in 1 year.