From chapatis to cold coffee, protein is showing up everywhere

FMCG) companies are now embedding protein into everyday items—from burgers and coffees to staples like chapatis—to drive frequency and mainstream adoption.“We see protein as a long-term shift rather than a niche trend, especially as consumers become more aware of nutritional gaps in everyday diets. However, for this to truly scale in India, it has to be accessible,” said Enakshi Dasgupta, head of new product development, iD Fresh Food.

The Bengaluru-based packaged foods brand introduced protein chapati and parotta after the success of its protein idli-dosa batter. Hindustan Unilever has also quietly rolled out bottled protein drinks through its direct online channels.Companies are pushing the boundaries on where consumers can find protein.

“We’re seeing growing interest in protein across both beverages and food, which aligns with changing eating patterns, fewer heavy meals, more mindful snacking, and higher protein intake through the day,” said Mitali Maheshwari, head of product and marketing, Tata Starbucks.In January 2026, India became the first country where the coffee chain rolled out protein cold foams outside North America, and the first market globally to offer them as a non-dairy option. Canada-based coffee chain Tim Hortons and homegrown brand abcoffee have also tapped into the protein-in-coffee trend.“Protein consumption varies by use case and by people at different stages in life,” said Abhijeet Anand, founder of abcoffee.

The company segments its customers into “fitness-focused consumers, protein-deficient consumers, and those who want something indulgent but still healthier,” he said.Interestingly, the strongest demand comes from the first and third segment. “Consumers don’t want to compromise on taste.