Starbucks' cold brews ride the protein wave

MUMBAI: Call it a fad or not, but brands are pushing protein-infused products into retail shelves-many Indians whose regular diets lack sufficient doses of protein are increasingly becoming health-conscious and companies are sniffing an opportunity here. Think about McDonald's protein slices to go with burgers, local startup Phab's protein bhel bars, or ITC's high protein atta.

American coffeehouse giant Starbucks doesn't want to miss out on the trend that seems to be finding takers. The firm has started lacing cold foams with protein-for an extra Rs 50, people can get an additional layer of protein added to the cold foam that comes with iced drinks.

"It's not a promo or one-time launch. It's a menu architecture. We want to become a lifestyle brand where we can integrate seamlessly into consumers' wellness.

"Coffee is not just about getting a caffeine kick now and protein is no longer gym culture. It has become a daily routine," Adrit Mishra, chief operating officer at Tata Starbucks told TOI."

A cup of iced coffee already includes anywhere between 20-25 grams of protein and topping it up with a protein-infused cold foam will give a consumer another 11-15 grams of protein depending on the portion size of the drink. Starbucks is also offering people the choice of cold foam with zero added sugar as Indians become more inclined towards cutting down on sugar levels. The product is targeted at consumers who are mindful of their health but do not want to compromise on their regular lifestyle, Mishra said. India has traditionally been a tea-drinking nation but coffee is now becoming more common in households and coffeehouses are propagating coffee culture. A cup of branded coffee is still aspirational for many and people are willing to get a dose of hot coffee while heading to work or drinking a cold brew after hitting the gym.

Starbucks plans to extend the protein foam to hot brews as well in about six months or so besides exploring the idea of adding the feature to more categories going ahead, said Mishra. Outside India, the company has rolled out protein lattes and cold foam drinks only across its stores in the US and Canada. In India, Starbucks has partnered with home-grown D2C protein brand SuperYou for the launch across more than 500 stores here. Young working professionals, frequent travellers and consumers with a focused fitness regime have tried the protein cold foams, Mishra said.

"Our airport stores are seeing good traction," added Mishra. Protein in India is no longer a trend, people realise that it's an important macronutrient and it's also culturally relevant, said Nikunj Biyani, SuperYou's co-founder.