Growing consumer appetite for protein in daily food and beverage choices has triggered a wave of partnerships, as food and beverage companies and cafe chains roll out new products and strike supply agreements, even as the world grapples with a persistent shortage and whey protein prices have quadrupled.
Tea café chain Chaayos, backed by Tiger Global, has joined hands with Wholsum Foods, the maker of Slurrp Farm, to launch teas built around the latter’s protein brand, Mille. Meanwhile, Tim Hortons’ India arm has partnered with Amul to introduce protein-infused coffees, and competitor Tata Starbucks has collaborated with snacking brand SuperYou to roll out protein cold foam.
Kannan Sitaram, managing partner at early-stage venture capital firm Fireside Ventures, described how what used to be a supplement mainly consumed by gym-goers years ago has now turned into a daily habit for millions across India. Fireside Ventures has backed companies including ITC-owned Yoga Bar, along with nutrition and wellness brand Kapiva and Sweet Karam Coffee.
