Tata Salt SuperLite is India’s first salt with 30% less sodium than regular iodized salt.
Tata Salt, a pioneer and market leader in India’s branded iodized salt segment, has extended its low sodium salt portfolio with India’s first-ever 30% low sodium salt – Tata Salt Super Lite. The product is specially formulated with 30% less sodium than regular salt to provide an offering for people who are looking to reduce sodium in their diet. This is the second product by the brand in the premium low-sodium category after Tata Salt Lite, which has 15% less sodium.
As per recent data, salt intake levels in India show consumption is around 11 grams per day, higher than the World Health Organization’s (WHO) recommended intake of 5 grams per day. The incidence of high blood pressure is said to be rising among young and middle-aged Indians owing to factors such as sedentary lifestyles, work-related stress, high salt diets and irregular eating habits. Tata Salt SuperLite aims to help consumers in their health journey by offering low-sodium salts.
The brand has now launched a 360 degree campaign featuring acclaimed actor Supriya Pathak. It adopts a candid approach built on the insight that often salt conscious consumers remind their cooks to reduce the amount of salt in their food with the popular adage, ‘namak kam karo’. The brand lands the key message “Namak Badalne ka Socho” as an easier alternative.
Tata Salt was launched in 1983 by Tata Chemicals as India’s first packaged iodized salt brand. The brand is now the biggest packaged salt brand in India, with a market share of 17%.