Superme is yet another entrant in the crowded protein bar space. It gets 10/10 for slickness. But how about actual content. Not the marketing content. But the actual macro content. 

You need to eat 180-ish calories to get 10 grams of protein. That compared with 50 calories for a scoop of whey isolate, 70 calories for a scoop of decent whey concentrate, 115 calories of egg or 100 calories of Skyr. 

All that processing and long ingredient list only to not beat an egg. 

There are better protein bars available elsewhere in the world. But I don’t think we need  more innovation. We just need the tried and tested foods in more store shelves and at more affordable prices. 

The solution is to just make eggs, tofu, cottage cheese, low-fat paneer, high-protein dairy products much more easily and readily available in vending machines or small stores. 

Innovation is sometimes just taking foods that are already there and making more people eat it by making it more accessible, ubiquitous and cost-effective. That means 1 gram of protein at between 1-3 rupees, available any place a cigarette is and taste like a regular shake or sandwich.