Tata 1mg’s new protein supplement offers 24g of protein per serving, with Chocolate and Cold Coffee flavours
Tata 1mg has launched Egg White Protein Powder, targeting consumers seeking an alternative to whey protein amid rising prices and concerns about digestive discomfort associated with dairy-based supplements.
The new product delivers 24g of complete protein per 36g serving, equivalent to approximately seven egg whites, alongside 5.6g of branched-chain amino acids (BCAAs). Available in Chocolate and Cold Coffee flavours, the supplement is naturally dairy-free and lactose-free, making it an option for consumers who cannot tolerate lactose.
The product is priced at Rs 2,495 for a 1kg pack at launch, against a maximum retail price (MRP) of Rs 2,995. Each serving costs less than Rs 90, according to the company.
Egg White Protein Targets Consumers Seeking Whey Alternatives
Egg white protein contains all nine essential amino acids required by the body, making it a complete protein source. Tata 1mg said its formulation is designed to offer a protein profile comparable to whey while addressing concerns about dairy consumption, taste and affordability.
The product is intended for consumers looking to switch from whey because of lactose intolerance, digestive discomfort or rising supplement costs. It also targets those seeking additional dietary protein who may previously have avoided egg-based supplements because of their taste or smell.
Ketan Bhatia, Vice President at Tata 1mg, said the company aimed to offer a credible alternative to whey without compromising on nutritional quality or the consumer experience.
“Whey has traditionally been one of the most preferred protein sources, but it does not work equally well for everyone,” Bhatia said, adding that the company had focused on addressing the traditional barriers associated with egg-based protein, particularly taste and smell.
Chocolate And Cold Coffee Flavours Address Taste Concerns
Egg-based protein supplements can have a distinctive taste and smell, which may discourage some consumers. Tata 1mg said its new formulation was developed to address these concerns, with Chocolate and Cold Coffee variants designed to provide a smoother drinking experience.
The Chocolate variant uses natural cocoa and chocolate flavouring, while the Cold Coffee variant uses natural coffee. Both are sweetened with zero-calorie, plant-based sweeteners and contain no added refined sugar or artificial flavours and sweeteners, according to the company.
The product also excludes added thickeners, anti-caking agents and preservatives. A five-enzyme digestive blend is included in the formulation.
Third-Party Testing And Quality Assurance
Tata 1mg said every batch of its Egg White Protein Powder undergoes testing at independent laboratories certified by the National Accreditation Board for Testing and Calibration Laboratories (NABL).
The tests cover protein content and potential contaminants, including heavy metals, pesticides and banned antibiotics associated with egg production, the company said.
Customers can access the corresponding batch test report by scanning a QR code printed on the product packaging. The approach is intended to improve transparency around product composition and quality.
Pricing, Availability And Product Details
The 1kg pack is available through the Tata 1mg website, the Tata 1mg app and Amazon, according to the company.
The company said the supplement is intended for adults and is not designed to diagnose, treat, cure or prevent disease. The product contains egg and may contain traces of milk, soy and nuts. The Cold Coffee variant contains naturally occurring caffeine from coffee used for flavouring.
Tata 1mg is a digital healthcare platform offering online medicine ordering, diagnostic test bookings, doctor consultations and health and wellness products. The company says its services reach consumers across more than 1,800 cities in India. The Egg White Protein Powder is marketed by Tata 1mg Healthcare Solutions.
