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Tata adds Flavoritz to desh ka namak

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In a brand line extension, Tata Salt has come up with a new brand Flavoritz, a range of flavoured salt – Lemon Coriander, Red Paprika, Onion Garlic, and Black Pepper Powder. The flavoured salts are available in 50 grams packs and come in hour glass shaped HDPE sprinkler bottles.

Speaking on the launch, Ashvini Hiran, Chief Operating Officer, Consumer Products Division, Tata Chemicals, said, “Being a market leader, Tata Salt has always carried the onus of delivering differentiated value added offerings within the salt spectrum. Tata Salt has been trusted for consistency in taste, purity, iodine content and assurance of health. With ‘Flavoritz’, we are now pleased to add a pinch of flavoured salt to our portfolio. The idea is to give consumers ‘never-tasted-before’ blends of flavours that give a new dimension to their daily food. Flavoured Salt is iodised salt mixed with natural flavours that makes mundane recipes sumptuously tasty.”

Ashvini Hiran, COO, Consumer Products Division, Tata Chemicals

Ashvini Hiran, COO, Consumer Products Division, Tata Chemicals

According to a press statement, in-depth consumer research and studies were conducted to identify the flavours and arrive at an optimal product formulation for Flavoritz. Several combinations were tested over the year to arrive at a formulation that suits Indian palate.

While Lemon Coriander can be used for preparing salads, yogurt and raitas; Red Paprika can be used on eggs, pizzas and sandwiches; Onion Garlic can be used for various dishes; and Black Pepper can be used in soups and salads.

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Neeta Nair

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