File photo: Yoga guru Baba Ramdev.
Yoga Guru Ramdev will soon be launching a new range of 'instant noodles' which it claims does not have lead or taste enhancer MSG. Ramdev's 'Patanjali Ayurveda' with its new product hopes to capture the market lost by Maggi.
Nestle' Maggi noodles, which were market leaders in the category, had to be taken off the shelves after the Food Safety and Standards Authority of India (FSSAI) found excess lead and taste enhancer MSG despite 'No MSG' labelling. These findings were later challenged by the company before the Bombay High Court, which quashed those orders and ordered fresh tests. Nestle is looking to relaunch the product by December.
Talking about the catchphrase of the product, "Jhat pat pakao, aur befikr khao," which resembles Maggi's 'two-minute noodles' and 'taste bhi, health bhi' tag lines, the yoga guru claimed it will have 'no added monosodium glutamate (MSG) and lead'.
The 'taste-maker' used in Maggi will be replaced by 'health-maker' in Baba Ramdev's instant noodles.
"We will launch Patanjali noodles on October 15. It will be made from whole wheat flour (atta), not like noodles of other companies which are made up of maida and has only 10 per cent atta," Baba Ramdev said at a press conference.
"Our noodles will be available at Rs 15, whereas other used to sell it for Rs 25," he added.
He further said, "Patanjali noodles will use rice-bran oil and not cheap and inferior palm oil as used by others."
"We are working on the principles of swadeshi, where we work for the betterment and health of the country," he said.
The yoga guru also said that he has no issues with the functioning of FSSAI and is open to any scrutiny of his products.