Starbucks India is targeting the country’s protein boom with a new line of cold foams made with SuperYou’s yeast protein, which is available across all its 500 stores nationwide.
First it was McDonald’s, then came Starbucks. The world’s largest food companies are tapping into the exploding demand for protein in its most populous country.
Researchers are conflicted about whether or not India has a protein deficiency problem. One thing is undisputed, though: its citizens are consuming more protein than ever before.
Recognising the moment, Starbucks (which operates in India as a joint venture with Tata) has teamed up with Mumbai-based startup SuperYou to roll out yeast-protein-boosted cold foams at all its 500 stores in the country.
India is the first country the coffee chain is offering protein cold foams outside North America, and the first outright where they’re available as a non-dairy option.
SuperYou, co-founded by Bollywood actor Ranveer Singh, makes a vegan protein powder from biofermented brewer’s yeast, with added probiotics for gut wellness. Starbucks India blends this with cold milk (dairy or otherwise) and foams it up, adding 11-18g of protein to any beverage for ₹50 (55 cents).
“This one’s been six months in the making: countless product discussions, R&D back and forth, and a lot of negotiations,” said SuperYou co-founder Nikunj Biyani. “Grateful to the teams on both sides who have made this possible.”
Starbucks India’s cold foams make protein ‘functional and indulgent’
The new protein cold foams are initially available in vanilla, chocolate and banana flavours, with each being debuted in specially curated drinks to showcase their versatility.
Starbucks India’s cold foam menu includes a Caramel Frappuccino with banana protein (totalling 11g of protein for a tall-sized drink), a cold brew with chocolate protein (14g), and an iced latte with vanilla protein (17g).
While the default options come with dairy, customers can swap cow’s milk for oat, almond or soy milk for an additional charge. Each flavour is sugar-free, too.
Starbucks India noted that the protein cold foams were designed for “bringing flavour and function together in a way that fits seamlessly into everyday coffee routines”.
“This isn’t just a new modifier, it’s a shift in how protein can be made functional and indulgent,” said Rutuja Shinde, from the chain’s category department.
To produce the protein powder, 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.
Called SuperYou Pro, the powder contains 24-27g of protein per 36g serving, 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.
Food companies bet big on India’s appetite for protein
Starbucks first began offering protein cold foams in its US and Canada stores last year using whey as a source, making them unsuitable for vegans or those suffering from dairy allergies or lactose intolerance. By leveraging a dairy protein, the coffee company directly contradicted its climate ambitions.
It’s why the decision to use yeast protein in its Indian cold foams is a welcome upgrade, given the ingredient’s significantly lower climate footprint compared to dairy. In a market where it sells tens of thousands of cups of coffee every day, the sustainability impact could be seismic.
The move also comes at a time when Indians are going gung-ho on protein. The domestic market for this nutrient is already valued at $1.5B, and it is poised for explosive growth over the next decade. In fact, surveys show that 37% of Indians want to add more plant proteins to their diet, and a higher share of consumers want to increase their intake of protein from plant-based sources over that from animals.
In fact, 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.
SuperYou is aiming to capture 10% of the nation’s protein market this year, and faces competition from fellow yeast protein producers Cosmix and Mille, and plant protein makers Nakpro, Origin, Plantigo and Earthful (which raised $2.9M last month), among others.
Food and drink chains are getting in on the protein act. McDonald’s launched vegetarian slices (made from soy, pea and whey) to add 5g of protein each to any burger for ₹25 (28 cents) at all its stores in West and South India.
And iconic restaurant group Haldiram’s partnered with local startup GoodDot to add its soya chaap – a staple soy-based meat alternative in India – to its menu in the national capital region, which encompasses the cities of New Delhi, Gurgaon, Noida, Faridabad, Ghaziabad, and more.
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