SuperYou, the Indian protein startup co-owned by Bollywood actor Ranveer Singh, has launched a yeast protein powder big on gut health and sustainability.
Depending on who you ask, India may or may not have a protein deficiency problem. Regardless, people in the world’s most populous nation are consuming more protein than ever before.
The issue is, animal-based sources are growing at a faster rate, a blight on the country’s climate ambitions. Agriculture accounts for 15% of India’s emissions, but two-thirds of this comes from livestock farming.
Still, research shows that 37% of these consumers want to add more plant proteins to their diet, and more Indians want to increase their intake of protein from plant-based sources over that from animals.
Responding to India’s protein demand, Mumbai-based SuperYou is bypassing both plants and animals, and betting big on yeast.
Co-founded by Bollywood actor Ranveer Singh, the startup has unveiled SuperYou Pro, a vegan protein powder made from biofermented brewer’s yeast, with added probiotics for gut wellness.
“When we learnt about it, the innovative bio-fermented yeast protein, we knew we had something revolutionary on our hands,” he said. Singh called SuperYou Pro “a breakthrough” that outperforms plant-based proteins and whey. “It’s a great gut-loving, clean and complete protein powder; it’s the love your muscles deserve.”
How SuperYou’s yeast protein powder is made
Founded in 2023 by Singh and co-founder Nikunj Biyani, SuperYou has previously launched chips with plant proteins and a wafer line blending milk protein with its fermented yeast protein. Now, it’s spotlighting the latter in protein powder form.
To make the ingredient, Saccharomyces cerevisiae (brewer’s yeast) is mixed with molasses, then fermented in bioreactors to produce proteins and other nutrients. The yeast protein is then separated and purified, before being shipped to SuperYou’s facilities in India. The waste from this process is used as bio-organic fertiliser.
SuperYou Pro is available in four variants: chocolate, coffee, masala chai, and unflavoured. Each contains a base of fermented yeast protein, chicory root fibre, monkfruit powder (for sweetening), bromelain and papain for enhanced digestion and anti-inflammation benefits, and a probiotic for gut wellbeing.
It’s free from soy, dairy and gluten, and contains 24-27g of protein per 36g serving. SuperYou Pro is a complete protein with all nine amino acids and a PDCAAS score of 1.0 (the same as whey, casein, and egg whites). The product is designed to enhance absorption and digestibility, and aid gut health and muscle recovery.
“When I discovered biofermented protein technology, the most advanced and gut-friendly protein innovation, I knew we had to bring it to India,” said Biyani. “We wanted to create a protein powder that delivers clean nutrition, tastes great and performs even better. SuperYou Pro is exactly that.”
The protein is verified by India’s National Accreditation Board for Testing and Calibration Laboratories, with quality backing from agencies in China and Australia. It’s manufactured in a GMP-accredited facility certified by the US Food and Drug Administration, and is available online, on grocery delivery apps, and in retail stores across India for ₹3,000 ($34.34) per kg.
SuperYou looks to lead India’s protein race
SuperYou is targeting India’s growing performance nutrition market with the new protein powder, suggesting that it is suitable for gym-goers, athletes chasing their personal best, post-run recovery, or even for those simply looking to keep active.
“It performs like whey, tastes great, but without any of the gut discomfort. Our goal with Pro is to make high-performance protein inclusive, clean, and easy to consume without the fuss,” said Biyani.
SuperYou also claims the new product has sensory benefits. “It’s got none of that grainy, chalky texture that we’re used to when we’re drinking protein. It’s just a smooth, flavourful protein that you will actually enjoy,” said Singh.
Plus, it requires much less land and water than animal protein, while generating far fewer greenhouse gas emissions. With the new product, SuperYou is aiming to capture 10% of India’s $1.5B protein market within the next 12 months.
Fellow protein firm Cosmix also sells a range of protein powders blending yeast protein isolate with pea protein, and Soulfuel also sells a protein powder made from brewer’s yeast. Meanwhile, sports nutrition brand Unived has also teased a yeast protein product launch.
According to Ipsos, India’s alternative protein ecosystem is “on the brink of transformation”, complemented by more awareness around lactose intolerance (which 60% of Indians suffer from) and a concerted effort to eat more protein.
It’s not just brands looking for a slice of India’s protein pie – restaurants are getting in the act too. Last month, McDonald’s launched vegetarian slices (made from soy, pea and whey) to add 5g of protein each to any burger at all its stores in West and South India.
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