High-protein burger topping sees record sales in South India
At McDonald’s outlets across South India, a new burger topping is flying off the shelves. It’s not cheese or spicy sauce, but a plant-based protein slice co-developed with the Government of India’s food scientists. This vegetarian slice is the fast-food giant’s first global launch of its kind, marking a shift in how protein is marketed in India.
The 30-cent addition, offering five grams of protein, sold 32,000 units within just 24 hours of its July debut. Most of McDonald’s 400-plus locations in South and West India ran out of stock soon after, according to Westlife Foodworld, the franchisee behind the launch.
Ordering kiosks now highlight the protein content of burgers instead of calorie counts, aiming to attract health-conscious consumers. This strategy taps into a growing national trend of boosting protein intake in a country known for its large vegetarian population.
Protein awareness spreads beyond gyms
India’s largest dairy company, Amul, along with startups like SuperYou and global brands, is fuelling a nationwide protein movement. Celebrity chefs and cricketers have been enlisted to promote protein as essential for all ages—not just for fitness enthusiasts.
High-protein options are expanding rapidly. Beyond burger toppings, protein has been added to popular Indian foods like cottage cheese, flatbreads, ice cream and even milkshakes. SuperYou, co-founded by Bollywood actor Ranveer Singh, has sold over 10 million protein wafers and is now targeting smaller towns with biscuits and cereals.
Inamdar, a lead scientist at the Central Food Technological Research Institute, helped fine-tune McDonald’s protein slice to meet local taste preferences. He noted that early prototypes were “too chewy” and “powdery” for Indian consumers.
The push isn’t just about premium products either. While SuperYou chips cost over double the price of regular snacks, the broader goal is to make protein accessible and enjoyable. “To save our population, we need to put it into something which is more edible,” said Inamdar.
A unique market with massive potential
India’s diet remains heavy in cereals, with limited meat consumption. Religious and economic factors restrict meat intake, and nearly 30% of India’s 1.4 billion people are vegetarian. Government data suggests 73% of the population is protein-deficient.
Compared to other countries, India’s meat availability is low—just 6.6 kg per person annually versus 123 kg in the US. This gap underscores the importance of finding alternative protein sources that are affordable and widely accepted.
Protein products are also gaining popularity online. Google Trends data shows a surge in interest for terms like “protein chips” and “protein bar,” particularly in urban centres like New Delhi. Amul is now using its daily surplus of whey to develop high-protein versions of everyday items such as ice cream and buttermilk.
In cricket-mad India, Amul also used its sponsorship of IPL teams to launch viral Instagram reels, featuring dancing cricketers promoting protein products. These campaigns have helped expand awareness far beyond health circles.
As the protein trend takes root in Indian households, brands are racing to meet demand. With more traditional foods being infused with protein, the movement could help bridge dietary gaps in both urban and rural India.
with inputs from Reuters
