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In an effort to raise awareness about protein consumption among Indian kids, Jus Amazin, a leading clean nutrition foods and beverages brand, created arguably India’s and possibly the world's largest chikki which was unveiled at the Kukdukoo Festival held in Bangalore. Attended by over 25,000 people on 15th and 16th April, the festival saw many brands displaying a range of various products for children.

Chikki is a popular Indian snack made from jaggery and peanuts, and is enjoyed by people of all ages. The giant chikki on display weighed almost 40 kgs and measured 5 feet in diameter. The event also saw Jus Amazin introducing its fully loaded chikki called “GET SET GO” – the Desi Energy Bar!. This chikki bar that weighs 40 gm has peanuts, almonds, oats, millets and seeds, and is packed with nutrition and will be priced at INR 40/-.

To spread more awareness about protein intake among children, Jus Amazin conducted a few fun games and events to capitalize on the hype of the giant chikki. Parents and children were also seen taking selfies with the giant chikki which was one of highlights of the event that helped in achieving the goal of spreading awareness about protein intake among children.

"With the success we saw at the Kukdukoo festival, we are looking forward to formally launching the fully loaded GET SET GO chikki on our website, so more children and parents can enjoy this delicious and nutritious treat." said Shilpa Mogilishetty, Co-founder, Jus Amazin Foods and Beverages Pvt. Ltd. "The giant chikki was our first attempt at creating something to increase awareness about protein deficiency and nutrition. We shall continue to find delicious and healthy ways to create more awareness around the same."

The process of creating the giant chikki was no easy feat, and it required massive efforts. The team at Jus Amazin worked tirelessly to ensure that the giant chikki was not only impressive in size but also delicious in taste. The fully loaded mammoth chikki by Jus Amazin contained all the 9 essential amino acids thus making it a complete protein chikki. It also had 50% less sugar than the traditional chikki, making it a more nutritionally balanced or healthier version of the much-loved traditional chikki.

An Indian child should consume approximately 0.8-0.9 gms protein per kg body weight per day. In contrast, intake of protein is lowest across the adolescent age group. The lack of a protein-balanced diet can lead to malnutrition, weakness, and fatigue among Indian children. This giant fully loaded chikki was an attempt by Jus Amazin to spread awareness about protein consumption among Indian kids through a fun traditional confection and to promote a healthy lifestyle.

Jitin Munjal, co-founder, Jus Amazin foods and beverages said “ India’s protein consumption is much lower than the 48 gms/day that is recommended by the Indian Council of Medical Research (ICMR). An average Indian consumes only 0.6 grams protein per kg body weight as compared to the recommended intake of 0.8 to 1 gm per kg body weight. This can lead to various deficiencies, which would more acutely impact growing kids. The giant fully loaded chikki was not only a visual treat, but it also served as a reminder that protein is an essential nutrient for children's health. We hope that the giant fully loaded chikki has inspired parents to talk to their kids about the importance of protein consumption and encourage them to include more protein-rich foods in their diet.”


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