From powders and shakes to popcorn and kulfis, protein is no longer just for gym-goers. It has officially entered the mainstream, and consumer-facing brands are racing to make it a star ingredient.<\/p>\n
Reality TV star and entrepreneur Khlo\u00e9 Kardashian recently launched Khloud Protein Popcorn, a protein-enriched snack powered by a proprietary \u2018Khloud Dust\u2019 blend made of milk protein isolate and seasonings.\u00a0<\/p>\n
It\u2019s just the latest example of how brands are tapping into the growing consumer appetite for high-protein offerings.<\/p>\n
\n<\/blockquote>\nWhy the hype?<\/p>\n
A combination of rising health consciousness, a shift toward functional foods, and evolving dietary preferences has pushed protein into the spotlight. In India, multiple studies show that a significant majority of the population falls short of meeting the recommended daily protein intake.\u00a0<\/p>\n
This gap has triggered a wave of innovation as brands look beyond traditional protein powders to develop more exciting, accessible formats.<\/p>\n
Once primarily the domain of fitness buffs who hit the gym, protein is now being repositioned for everyone, from busy professionals and growing children to ageing adults and snack enthusiasts.\u00a0<\/p>\n
From indulgent flavours to on-the-go formats and everyday staples with an added protein punch, brands are getting more innovative than ever.<\/p>\n
Brand innovations<\/p>\n
Here\u2019s how some of India\u2019s leading and emerging brands are flexing their protein muscles:<\/p>\n
Mother Dairy \u2014 ProMilk:\u00a0<\/strong>A high-protein milk variant offering 40 grams of protein per litre\u2014about 30% more than regular milk. Fortified with vitamins A and D, it contains 4% fat. While the current offering is plain, the brand is planning to expand the Pro range with protein-rich curd, paneer, and possibly flavoured options.<\/p>\n
SuperYou \u2013 Protein wafer bar: <\/strong>Co-founded by Bollywood actor Ranveer Singh and entrepreneur Nikunj Biyani,\u00a0SuperYou offers India\u2019s first protein wafer bar. Each bar packs 10 grams of protein, three grams of fibre, and zero added sugar, making it nutritious and indulgent.<\/p>\n
Amul \u2013 Protein kulfi: <\/strong>Amul\u2019s innovative kulfi delivers 10 grams of protein per 60-gram serving, with just 57 calories. It\u2019s lactose-free, probiotic, and contains no added sugar\u2014proving that desserts can be functional too.<\/p>\n
Amul \u2013 Super milk & more: <\/strong>Not stopping at desserts, Amul also launched\u00a0Super Milk, with 35 grams of protein per glass. The brand continues to build its protein portfolio with enriched versions of lassi, buttermilk, and the new Protein-rich Amul Kool line.<\/p>\n
With consumers prioritising health without compromising taste or convenience, we can expect even more inventive formats from consumer brands.\u00a0<\/p>\n
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