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Tag: Wholsum Foods

  • Mille shakes up kitchens with protein-packed dal to coffee innovation

    Mille shakes up kitchens with protein-packed dal to coffee innovation

    MUMBAI: If dal could lift weights, it would probably taste like Mille. The supergrain brand from Wholsum Foods (of Slurrp Farm fame) has just dropped a kitchen-friendly fix to India’s biggest dietary gap, protein.

    According to Indian Market Research Bureau (IMRB) data, a staggering 73 per cent of Indian diets are protein-deficient, thanks to plates piled high with rice, roti and dal but little else. And while gym rats sip their heavy shakes and chew dense bars, the everyday eater has been left scrambling for easier answers.

    Enter Mille Protein Powder designed not for bodybuilders but for the rest of us. Available in two versatile formats, it sneaks protein into familiar meals without turning the kitchen upside down. The coffee-flavoured shake offers a comforting hit of caffeine with a whopping 31 grams of protein per serving, while the neutral, heat-stable booster can disappear into dosas, rotis, khichdi, pasta, dal, or even soup without changing taste or texture.

    “Our goal was simple: to bring protein back into the Indian kitchen,” said Wholsum Foods co-founders Meghana Narayan and Shauravi Malik. “Most people aren’t counting macros, they just want food that’s tasty and good for them. Mille makes it easy to add protein to what you’re already eating from your morning coffee to your evening roti without fuss.”

    Retailing at Rs 1,999 for 500 grams, Mille Protein hits shelves this month, with availability on millesupergrain.com, Amazon, and Swiggy Instamart.

    For a nation that loves its dal and dosa, Mille’s pitch is simple: no crash diets, no complicated routines, just protein made familiar, delicious, and everyday. After all, why should fitness buffs have all the shakes?

  • Slurrp Farm & Zepto partner for a special Children’s Day campaign

    Slurrp Farm & Zepto partner for a special Children’s Day campaign

    Mumbai: Slurrp Farm, India’s millet-based children’s food brand, has partnered with Zepto for a special Children’s Day campaign.

    The collaboration builds on Slurrp Farm’s #DigTwistSlurrp initiative and marks the first time the brand includes an in-app experience, featuring a playful ‘Yummy!’ chime when Slurrp Farm products are added to the cart.

    The campaign aims to expand the healthy snacking category and promote healthy eating habits. The campaign film follows Zepto’s delivery partner, Prakash, as he joins kids in a lively dance, showcasing the fun and fast delivery of wholesome products.

    Wholsum Foods co-founders Meghana Narayan and Shauravi Malik shared: “At Slurrp Farm, we believe snacking should bring joy, not guilt. Our products are made with love and free of nasties like palm oil, refined sugar, and maida – and our noodles are never fried. This collaboration with Zepto reinforces our commitment to making nutritious, tasty snacks easily accessible. We’re especially delighted by Zepto’s playful sonic touch – a cheerful ‘yummy!’ every time a Slurrp Farm product is added to the cart – which perfectly captures the joy we associate with guilt-free snacking. By creating zero-junk options, we enable parents to offer kids their favourite treats while ensuring they stay healthy in the long run. Together, we’re redefining indulgence as something wholesome, fun, and worry-free.”

    “As families in India become more conscious of the nutritional quality in children’s snacks, the demand for healthier, great-tasting options is driving significant growth in this category. I thank our Sellers for having enabled this. The partnership with Slurrp Farm is a response to this shift, combining Zepto’s speed with their zero-junk promise to deliver trusted, kid-friendly snacks to homes in minutes. Together, we are making it easier for parents to meet the nutritional needs of growing kids without sacrificing taste,” said Zepto chief brand officer Chandan Mendiratta.

    Slurrp Farm meets the demand for healthy options with its zero-junk promise, offering over 55 wholesome products, including cereals, snacks, and superfoods. The range includes millet-based breakfast items like pancakes, dosas, and upma, as well as snacks like noodles, pasta, cookies, and puffs, making healthy eating easy for families. The products contain no additives, preservatives, or artificial flavors—just trusted ingredients that are good for you, the planet, and farmers. The campaign film was developed in-house by Slurrp Farm’s brand team.

  • Wholsum Foods joins ONDC Network

    Wholsum Foods joins ONDC Network

    Mumbai: Wholsum Foods, the parent company of Slurrp Farm and Mille, has announced its integration into the Open Network for Digital Commerce (ONDC) network. This integration marks a significant step forward in Wholsum Foods’ mission to provide nutritious, tasty, and convenient food options that cater to the needs of both children and adults across India.

    Wholsum Foods is built on the belief that wholesome eating should be a part of every family’s daily life, without compromising on taste or convenience. Slurrp Farm, a brand for children, offers a delightful range of products made from ancient grains and natural ingredients. From cereals to dosas to pancakes to noodles and pasta, Slurrp Farm ensures that parents can easily provide their little ones with meals that are both nutritious and delicious, nurturing a healthy relationship with food from a young age.

    Mille is crafted for adults who seek gourmet-style nutrition without sacrificing the convenience needed in today’s fast-paced world. Mille’s thoughtfully designed product range brings a modern twist to traditional nutrition, offering foods that are rich in flavour and packed with essential nutrients, making it easier for adults to maintain a balanced diet while savouring their meals.

    By joining the ONDC Network, Wholsum Foods is making these thoughtfully crafted products accessible to a wider audience, especially in tier two and beyond markets where the demand for healthy, convenient food options is rapidly growing. Through this network, Slurrp Farm and Mille products will be available on a variety of shopping apps, ensuring that families across India can easily discover and enjoy the benefits of delicious, nutritious eating.

    Wholsum Foods co-founders Meghana Narayan and Shauravi Malik commented on this development: “Our vision has always been to make nutritious food that everyone in the family can relish. By joining the ONDC Network, we’re able to bring our passion for tasty and healthy eating to more households, whether it’s through Slurrp Farm for children or Mille for adults. We’re excited to reach new customers across the country and make it easier for them to choose wholesome meals that fit their lifestyle.”

    As ONDC network continues to revolutionise digital commerce in India, Wholsum Foods is poised to expand its reach and strengthen its position as a leader in the health food industry. This integration will further ensure that Wholsum Foods’ products are not only accessible but also conveniently discoverable, making the path to healthier eating accessible for consumers nationwide.

    ONDC MD & CEO T Koshy said, “We are pleased to have Wholsum Foods on board the ONDC Network. As they expand their reach, we are confident that this integration will make it easier for families across India to access high-quality, nutritious food. We look forward to supporting their journey as they bring their distinctive offerings to a broader audience.”

  • Wholsum Foods brings in Anushka Sharma as investor & brand ambassador

    Wholsum Foods brings in Anushka Sharma as investor & brand ambassador

    Mumbai: Millet-based startup Wholsum Foods on Tuesday announced the onboarding of Bollywood actor Anushka Sharma. As part of this strategic partnership, Sharma will serve as investor, brand ambassador and advocate for flagship brand Slurrp Farm, and all future brands from Wholsum Foods, it said. 

    Wholsum Foods was founded in 2016 with the launch of Slurrp Farm, a brand that draws on the power of millets to provide healthy, yummy options for young children and  parents. The brand currently clocks in Rs 55 crore of revenue run rate and aims to reach Rs 150 crore annual revenue run rate in March 2023. Sharma’s investment comes soon after a $ seven million funding round led by Investment Corp of Dubai, the sovereign wealth fund of the Government of Dubai, and Indian multi-stage venture fund Fireside Ventures, according to the statement.

    “Ahead of the International Year of Millets in 2023, we couldn’t have asked for anyone better than Anushka Sharma on board with us as we take millets to the world. The partnership is an important milestone as we build Wholsum Foods into a house of brands that makes food better for us and for the planet,” stated Wholsum Foods Pvt Ltd co-founders and co-CEOs Meghana Narayan and Shauravi Malik.  

    “Sharma is a lifelong advocate of healthy, conscious choices. Now as a new mom herself, her values strongly align with that of Wholsum Foods’ core purpose – developing millet-based products with zero junk ingredients that are better for us and our planet. The investment comes at a time when consumers across the world are rediscovering the wisdom of ancient Indian millets like ragi, jowar, and bajra,” said the brand in a statement.

    “I’ve always believed you are what you eat – real, wholesome, sustainable food choices go a long way in setting the tone for a healthy and happy life. It’s a realisation that hit home even harder after I became a mother – I want my daughter to develop a healthy relationship with food and I have to start her on that journey early on,” shared Anushka Sharma. “Wholsum Foods was started by two mothers so their mission to unjunk the plates of kids and families across the world resonates with me strongly.”  

    Wholsum Foods’ flagship brand Slurrp Farm currently retails in India via slurrpfarm.com as well as through leading e-commerce and quick commerce platforms such as Amazon, Big Basket, First Cry, and Swiggy Instamart amongst others. Products are also available across leading modern trade stores in India and the UAE as well as online in the US and UK.