Starbucks India made a significant move in the evolving landscape of protein innovation by launching vegan protein cold foams made with SuperYou’s yeast-based protein across all its 500 outlets nationwide. This marks the brand’s first protein foam offering outside North America and its first globally using a non-dairy protein source.
This initiative is part of a broader shift in the Indian food and beverage industry, where protein demand is surging. As debates continue about protein deficiency in India, one trend is clear: Indian consumers are increasingly seeking functional, protein-enriched, and dairy-free food and beverage options.
A Functional Upgrade to Coffee
The new protein cold foams are available in vanilla, chocolate, and banana flavours, each adding 11 to 18 grams of protein per beverage. The base protein powder, developed by SuperYou, is made from biofermented brewer’s yeast and includes probiotics to support gut health and nutrient absorption.
These cold foams are currently featured in:
- Caramel Frappuccino with banana protein (11g protein)
- Cold brew with chocolate protein (14g protein)
- Iced latte with vanilla protein (17g protein)
Consumers can customise drinks with dairy or plant-based milks, such as oat, almond, or soy, for an added charge. All protein foam flavours are sugar-free.
The protein powder, known as SuperYou Pro, delivers 24–27g of protein per 36g serving, with a PDCAAS score of 1.0, equivalent to whey and casein. It includes all nine essential amino acids and is designed to support both muscle recovery and digestive health.
Why It Matters for India’s Dairy Sector
India is currently the world’s largest milk producer, but its dairy industry is facing increasing competition from plant-based and alternative protein solutions. The introduction of yeast protein in a mainstream, nationwide foodservice setting highlights changing consumer preferences and the market’s openness to lactose-free and sustainable alternatives.
While dairy remains central to Indian nutrition, especially in rural areas, there is a rising interest in fortified, functional, and clean-label products. Dairy players can learn from this shift and explore innovations like value-added dairy beverages, probiotic dairy, and low-carbon production systems to remain competitive.
Tapping into India’s Protein Boom
India’s protein market is valued at $1.5 billion and projected to grow rapidly. Surveys indicate that 37% of Indian consumers intend to increase their intake of plant proteins, with a growing preference for vegan and dairy-free options, particularly among urban millennials and Gen Z consumers.
Lactose intolerance affects approximately 60% of the Indian population, further fuelling demand for alternatives. Yeast protein offers a low-footprint, allergen-free solution that aligns with both health and sustainability goals.
Competitive Landscape Heats Up
SuperYou, co-founded by Bollywood actor Ranveer Singh, is aiming to capture 10% of the national protein market in 2026. It competes with other yeast protein developers like Cosmix and Mille, as well as plant protein brands such as Nakpro, Origin, Plantigo, and Earthful—the latter of which recently secured $2.9 million in funding.
Other major F&B brands are also entering the space:
- McDonald’s India has introduced vegetarian protein slices made from soy, pea, and whey, adding 5g of protein to burgers for ₹25.
- Haldiram’s has partnered with GoodDot to serve soy-based chaap across the National Capital Region.
These developments suggest that India’s protein ecosystem is at an inflection point, and the convergence of taste, function, and sustainability will define the next phase of innovation.
What This Means for Dairy
India’s dairy industry is still dominant but cannot ignore the consumer shift towards cleaner, high-protein, low-lactose alternatives. As international and domestic brands embrace fermentation-based and plant-based proteins, dairy cooperatives and processors will need to diversify product portfolios, invest in R&D, and market the nutritional value of dairy in a more competitive protein environment.
This is not a replacement of dairy but a redefinition of protein delivery. The key for dairy stakeholders will be innovation, transparency, and agility in responding to new consumption trends.
