Amul Launches High-Protein Savoury Cubes for Direct-to-Consumer Market
New 38g protein-rich snack packs expand Amul's functional food portfolio nationwide.
1Product Launch Specifications
Amul has introduced high-protein cubes, a savoury snack offering 25g of protein and 150 calories per 38g pack. Announced by brand manager Shefali Vijaywargiya, the product is sold in boxes containing five single-serve portions. Each pack includes a dedicated seasoning sachet to enhance the flavour profile for the consumer.
2Flavour and Availability
The snack is currently available in five distinct flavours: Peri Peri, Korean Kimchi, Tandoori, Cheese Herbs, and Tomato. Priced at ₹80 per pack, the product is accessible exclusively through the Amul Shop app and website. Notably, it is not yet listed on quick-commerce platforms like Blinkit, Zepto, or Swiggy Instamart.
3Versatile Consumption Methods
Consumers can prepare the snack by adding the seasoning sachet to the cubes and shaking the pack for immediate consumption. Beyond snacking, Amul suggests incorporating the cubes into gravies, curries, or soups. They can also serve as a crunchy addition to bhel, mixed with onions, tomatoes, and various traditional chutneys.
4Strategic Portfolio Expansion
This launch strengthens Amul's high-protein range, which began its direct-to-consumer push in 2022. The portfolio has evolved from basic items like paneer and curd to include lassi, buttermilk, milkshakes, and whey protein. Recent additions also include high-protein milk introduced at Gulfood 2025 and a protein-enriched mango kulfi launched in April 2025.
5Corporate Health Objectives
Amul Managing Director Jayen Mehta has stated that the company aims to help every Indian consume at least 1g of protein per kg of body weight. This mission drives the development of new protein-rich snacks. The company continues to prioritize functional food innovation to meet evolving nutritional needs across the domestic market.
6Competitive Market Landscape
Amul is not alone in targeting the protein-conscious demographic in India. Competitors like Milky Mist are also aggressively expanding their protein-rich convenience food portfolios to sustain growth. Currently, protein-based products account for 12-14% of Milky Mist’s revenue, with the company projecting this share to rise to 20% in the near future.
7Rising Consumer Demand
The market for protein-rich foods is witnessing significant growth across India, influencing product strategies for major dairy players. Quick-commerce platforms report high demand for items like high-protein paneer, Greek yoghurt, and Skyr. This shift reflects a broader trend where consumers increasingly seek convenient, high-protein alternatives to traditional dietary staples daily.
8Future Market Outlook
As Amul continues to diversify its high-protein offerings, the focus remains on integrating these products into everyday Indian meals. By leveraging both digital sales channels and versatile usage scenarios, the company aims to capture a larger share of the health-conscious segment, setting a benchmark for functional food innovation in India.