First-to-market millet muesli meets Canadians'
desire to make food choices that are good for themselves, farmers,
communities, and the planet
TORONTO, June 4, 2024
/CNW/ - Tata Consumer Products proudly launches Joyfull Millets in
Canada, a first-of-its-kind muesli
full of natural, nourishing goodness that tastes so good it leaves
breakfast lovers smiling. Unlike other mueslis, Joyfull Millets
contains crunchy discs of millet – a sustainable and resilient
super-grain that can grow on arid lands with minimal input. The
crunch of the millet is a differentiator to other mueslis that
mainly comprise oats, which can result in a soggy texture and bland
taste. This will be a joy for Canadian adults to hear, as new
research* reveals that nearly five million were made to eat muesli
as a kid...and hated it!
![Joyfull Millets (CNW Group/Tata Consumer Products Canada) Joyfull Millets (CNW Group/Tata Consumer Products Canada)](https://mma.prnewswire.com/media/2426071/Tata_Consumer_Products_Canada_Tata_Consumer_Products_launches_Jo.jpg)
"We wanted to develop a cereal that eats other breakfasts for
breakfast, while keeping to our core values of better living and
caring for the planet," says Joyce
O'Connor, Director of Marketing, Tata Consumer Products. "By
prioritizing millets in product development, we're bringing
Canadians a delicious food option that gives back in the ways that
matter to them most."
The three product varieties, Fruit & Nut, Choco & Nut,
and Fruit, Nut & Seeds are perfectly balanced with delicious
ingredients like dried papaya, almonds, chia and pumpkin seeds.
These marvelous, family-friendly mixes deliver delicious flavour
profiles and texture; the secret to cereal success, according to
Canadians:
Canadians' top six elements for a
great bowl of cereal:
- Eating something healthy...but that doesn't taste like
cardboard!
- The perfect balance of crunch and taste
- Feeling set up and satisfied for the day afterwards
- A flavour so good that the whole house can enjoy it
- Delicious elements such as chocolate, fruit, and nuts
- A moment of quiet to enjoy it without distraction
Cereal's not just for
breakfast
It's clear that Canadians have an appetite for cereal. Seven out
of 10 people agree that breakfast is the most important meal of the
day, and many Canadians (83%) think that cereal is not just for
breakfast and can be enjoyed at other times of the day, too.
Thankfully, Joyfull Millets is a snack that can satisfy cravings
any time. They can be served in a bowl with your favourite milk, as
a topper for yoghurt and smoothie bowls, in recipes for bars and
muffins or as a crunchy afternoon treat.
Why millet is
magnificent:
- It's high in fibre, gluten free, a source of calcium and iron
and has a low glycemic index
- It has a low water footprint, survives tough drought
conditions, is tolerant of poor soils and has little need for
fertilizer and pesticides
- Its production can enhance livelihoods as a source of income,
while transforming local agrifood systems and protecting
ancestral traditions
Healthy millets meet consumer
demand
Millet is on-trend, and Joyfull Millets is the first muesli
product to market that features at least 25% millet per pack. The
launch of Joyfull Millets appeals to consumer demand, with at least
nine in 10 of Canadians looking for the following in their food
choices:
- 93 per cent want to make healthy food choices but don't want to
compromise on taste or texture
- 91 per cent care about their breakfast being nutritious
What's more, 83 per cent would feel joyful knowing that a
product they've purchased has a positive impact on the planet.
Demystifying millets
While millet may be considered a new grain on the block by
Canadians, it was farmed as a staple crop across India and Africa 4,000 years ago but lost its place at
the table as new grains surfaced. That's until now. The United
Nations named 2023 as the International Year of Millets due to
their valuable contribution to food security, healthy diets and
nutrition in many countries. The world is increasingly seeking
sustainable food options and Tata Consumer Products is the first to
market with its millet-forward muesli option that meets 93 per cent
of Canadians' desire to make food choices that are good for
themselves, farmers, communities and the planet.
Despite its UN-supported status, recent research conducted by
Joyfull Millets* reveals that nearly half of Canadians (44 per
cent) have never heard of millets. When asked to make their best
guess, many had 'no idea,' some were confused by a popular
hairstyle from the '70s and 80s, and one person's first thought was
the town of Millet in Alberta.
Many were on the right track, describing it as 'oatmeal', 'wheat',
'rice' or 'bran' but the fact is, millet is a standalone
super-grain that's nutritious, resilient and mighty.
Availability
The Joyfull Millets muesli range is available now at Metro
Ontario and Highland Farms stores, with nationwide rollout coming
soon. The 450-gram packs retail at $7.49 and are available in the following flavour
varieties:
- Fruit & Nut
- Fruit, Nut & Seeds (No Added Sugar)
- Choco & Nut
Join the Joyfull community by following
@joyfullmilletsca on Instagram and visit
Joyfullmillet.com/en-ca/ for more information.
About Joyfull Millets
Meet Joyfull Millets Muesli, the new super crunchy, super tasty,
super good muesli. Made with sustainable millets (a super-grain),
our muesli is full of natural goodness that packs a crunch – no
more soggy bowls! So good, it leaves you smiling from the inside
out.
*Survey
methodology:
These are the findings of a survey conducted by Joyfull Millets
from February 28th –
March 1st, 2024, among a
representative sample of 1,502 online Canadians who are members of
the Angus Reid Forum. The survey was conducted in English and
French. For comparison purposes only, a probability sample of this
size would carry a margin of error of +/-2.5 percentage points, 19
times out of 20.
Media contact:
Amy Titheridge, Strategic Objectives:
atitheridge@strategicobjectives.com
SOURCE Tata Consumer Products Canada