Too Yumm! introduces High Protein Super Oats, a flavour-forward, savoury breakfast option designed for the Indian palate
Too Yumm!, one of India’s most disruptive snacking brands under the RP–Sanjiv Goenka Group, has announced its entry into the ready-to-cook (RTC) breakfast segment with the launch of High Protein Super Oats, marking a strategic expansion into a category largely dominated by sweet offerings. With this move, the brand aims to disrupt the conventional protein oats space by introducing a savoury, masaledaar alternative that aligns more closely with Indian taste preferences while staying rooted in its signature taste-first philosophy.
Super Oats reimagine the way protein oats are consumed by shifting the focus from purely functional nutrition to a more enjoyable, flavour-forward experience. Built on the idea of “tasty protein,” the product is designed to deliver on taste without positioning itself as a compromise between health and indulgence. By combining bold, chatpata flavours with a familiar format, Too Yumm! is transforming an otherwise routine category into something more craveable and relevant for everyday consumption.
Commenting on the launch, Yogesh Tewari, Chief Marketing Officer, Too Yumm!, added, “Super Oats is a strategic step towards redefining what protein-led foods can mean for today’s consumer. While awareness around protein and better eating is on the rise, the category remains limited in how it fits into Indian consumption habits – especially with most offerings skewing sweet. In a market like India, where breakfast is inherently savoury, we saw a clear opportunity to bridge this gap with a flavour-forward, masaledaar approach that feels far more intuitive to adopt. At Too Yumm!, we believe nutrition should never come at the cost of taste. With Super Oats, our focus is to make the shift towards better eating simple, consistent, and far less intimidating – so consumers don’t feel like they’re compromising on indulgence but rather upgrading their everyday choices.”
The range is available in two variants – Protein Masala with 22g protein and Masala Magic with 11g protein – catering to consumers looking for accessible and consistent ways to incorporate better food choices into their daily routines. Super Oats are designed for urban, conscious consumers who prefer savoury breakfast options over sweet and are seeking quick, convenient solutions that fit into fast-paced lifestyles.
Around the world, breakfast tends to be sweet, and oats have largely been confined to that category. In India, however, mornings start savoury. Built around the bold flavours, Too Yumm! Super Oats enters the category as a natural fit from day one. With this launch, the brand continues to build on its approach of making “better-for-you” foods more exciting and accessible, while strengthening its position as a brand that prioritizes taste, relevance, and everyday usability in an evolving food landscape.
