Chaayos, Tim Hortons, Starbucks Launch Protein Drinks Amid Whey Price Surge
Cafes and F&B firms form collaborations to meet growing demand
A surge in consumer demand for protein in everyday staples has spurred a range of collaborations as food and beverage makers and cafe chains launch new products and close supply deals amid a global shortage and a four-fold increase in whey protein prices.
Tiger Global-backed tea café chain Chaayos has partnered with Slurrp Farm maker Wholsum Foods to launch teas based on the latter’s protein brand Mille, while the India unit of Tim Hortons has inked a partnership with Amul to launch protein coffees. Rival Tata Starbucks has teamed up with snacking brand SuperYou to introduce protein cold foam.
“What many years back was a supplement taken by gym goers is now a daily habit of millions of Indians,” said Kannan Sitaram, managing partner at early-stage venture capital firm Fireside Ventures, which has invested in ITC-backed Yoga Bar, nutrition and wellness consumables maker Kapiva and Sweet Karam Coffee.
Researcher IMARC valued India’s total protein market at close to Rs 15,300 crore in 2025 and has projected it to reach Rs 21,000 crore by 2031 despite prices of whey protein surging amid global supply disruptions.
“High-protein nutrition is moving from a niche preference to an increasingly mainstream consumption trend,” said K Rathnam, chief executive officer of Milky Mist Dairy Food.
Dairy company Parag Milk Foods entered the protein-snacking category this month, while recently listed dairy maker Milky Mist last fortnight commissioned a Rs 40-crore plant in Tamil Nadu to manufacture Skyr and Greek yoghurt.
There is a rise in acquisitions and deals as well, with pharmaceuticals company USV acquiring a 79% stake in Wellbeing Nutrition for Rs 1,583 crore in an all-cash deal, and Hindustan Unilever exiting its investment in the nutrition products startup.