The "Joyfull Millets" muesli line/1 launched recently by Tata Consumer Products in the US/2 and Canada/3 may be the first attempt to mass market products with finger millet and pearl millet in North America. (These mueslis also include sorghum as well as some other grains.) While NAMA advocates for all #millets, and does not promote any brand above others, this effort represents an interesting case study.
Aside from flavor, a selling point of these products is that the pieces made with millets tend to preserve their crunchiness longer than other typical muesli ingredients. In the three Joyfull Millets flavors - Fruit & Nut, Honey & Nut, and Choco & Nut - include 10-11% #fingermillet flour, 7.8-8.8% #sorghum flour, and 5.8% #pearlmillet flour./4 Other grains included are oats, rice, wheat, and corn (the last 2 not in the Choco product). Finger & pearl millets are imported in consumer goods (grains, flour & processed foods) to this region from India, but are available only in specialty stores, and generally not marketed widely. Sorghum, which one may group with the millets, is grown for food-grade grain in North America, which can be obtained in some major market chains. Proso millet and teff, also grown in the region, are also sold in some major grocery stores, as is fonio, imported from West Africa. Tata Consumer Products is an Indian multinational. Its US office is in New Jersey,/5 and the Canadian one is in Ontario./6 The company has also launched Joyfull Millets in the UK. Note on marketing: The identity of the millets in Joyfull Millets is not featured in publicity, and required some research to determine. Tata might consider at least featuring these three millets, and what makes them nutritionally interesting, in its Frequently Asked Questions (FAQ) page./7 Don Osborn, PhD (East Lansing, MI, US) North American Millets Alliance Notes: 1. https://joyfullmillet.com/ 2. https://www.linkedin.com/posts/tata-consumer-products-usa_foodcpg-newproductlaunch-sustainableagriculture-activity-7166127841607143425-Uc7m 3. https://www.newswire.ca/news-releases/tata-consumer-products-launches-joyfull-millets-muesli-new-super-grain-cereal-for-better-living-831046081.html 4. Per ingredients lists via https://www.tesco.com/groceries/en-GB/shop/food-cupboard/cereals/muesli/all?brand=JOYFULL%20MILLETS&viewAll=brand 5. https://www.linkedin.com/company/tata-consumer-products-usa/ 6. https://www.dnb.com/business-directory/company-profiles.tata_consumer_products_canada_inc.412aef77161402ad378a2ee4262f32d7.html 7. https://joyfullmillet.com/pages/faq
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