Mars puts mums at the heart of a new snack to tackle nutritional deficiency in India

By Gill Hyslop contact

- Last updated on GMT

GoMo Dal Crunchies will give Indian kids the protein, vitamin, iron and fiber boost they need. Pic: Mars Edge
GoMo Dal Crunchies will give Indian kids the protein, vitamin, iron and fiber boost they need. Pic: Mars Edge

Related tags: Mars incorporated, India, micronutrient, Tata Trusts, Protein, Iron deficiency, vitamin deficiency, Straight Forward Design, Mars Edge, Nutrition

Straight Forward Design was enlisted to create a brand identity that inspired trust in mothers.

Mars Edge has launched a new snack line in India designed to give children between the ages of six and 18 years the protein and micronutrients they need.

The entrepreneurial arm of Mars worked with nutrition experts, including St. John’s Research Institute in Bangalore and the University of California, to develop the GoMo Dal Crunchies, which provide 6g of protein per 35g serving, as well as between 15% and 100% of the recommended dietary allowance of key micronutrients, such as iron and vitamins A, B12, C and D.

The yellow pea snacks are also a good source of lysine, an essential amino acid that is typically limited in the Indian diet.

Mum’s the word

London creative agency Straight Forward Design was enlisted to create the storybook around the brand that would reach people across India regardless of language or literacy.

The brand’s name was used to create representing a mother and child holding hands, with arrows to signify growth and vitality: visual metaphors that are understood by all.

“It was imperative that we appreciated the brand’s role, its audience, and that it was all about being safe, nutritious, and endorsed by mum,”​ said Mike Foster, creative director at Straight Forward Design.

Small step

Mars also worked with Tata Trusts, one of India’s most prominent philanthropic organizations, to gain a deep understanding of local communities and their needs.

‘We wanted to ensure that GoMo is available where it is needed most in India: in hard-to-reach villages in rural areas. It took an innovative approach to distribution to make that happen. We are working with ‘last mile entrepreneurs’, including women self-help groups, to sell GoMo door-to-door and at small rural shops in remote villages,’​ said Mars Edge.

‘We know that we won’t solve the global health challenge with this single effort, but it’s a small step forward. We also know that we are on a journey, in many ways we are doing something new and we will need to keep learning from our efforts.’

Tailored to suit local tastes in three flavors – Chili Lemon Pepper, Masala Mix and Green Chutney – the snacks are currently offered at two affordable price points – 10 rupees ($0.29) and 20 rupees ($0.29) – to bring nutrition within the reach of more people.

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