August 26, 2025

Imagine biting into a burger with a secret hero—a tasty vegetarian protein slice—right here in the heart of South India! At McDonald's outlets in Bengaluru, this 30-cent protein topping is flying off the shelves. It's not cheese or salsa, but a special vegetarian protein slice created with help from Indian government food scientists. This is McDonald's first-ever global product like this! But wait, there's more! McDonald's is teaming up with India’s dairy giant Amul, some cool startups, and Bollywood star Ranveer Singh's backed company to launch a celebrity-powered marketing storm. Chefs and cricketers are shouting that protein is for everyone daily, not just for gym buffs. At ordering kiosks, instead of showing calories, McDonald's tempts foodies by flashing the high protein content of their burgers. It’s working! Baiju C.T., 53, said, "The protein addition makes this easier to eat without much guilt," as he added the five-gram protein slice to his Chicken Maharaja burger—the Indian answer to the famous Big Mac. Protein isn't just pumped into shakes or powders anymore. It’s sneaking into cottage cheese, ice cream, water, chips, and even $0.60 blueberry milkshakes. Next up? Indian flatbreads ready for the protein boost! India is a unique stage for this protein craze. Nearly 30% of the 1.4 billion people are vegetarians. The government says 73% are protein-deficient. Beef is banned in many states for religious reasons, and chicken, while loved, can be pricey for many. Did you know? The average meat supply per person in India is a mere 6.6 kg a year, super low compared to 123 kg in the US and 70.5 kg in China, per UN data. When McDonald's launched this soy- and pea-protein slice in July, they sold a whopping 32,000 pieces in just one day! Stores quickly ran out but got restocked a month later. Westlife Foodworld CEO Akshay Jatia revealed it’s “inspired by consumer insights showing growing interest in protein.” The protein craze isn’t stopping. India’s high-protein dairy market jumped 9.4% in a year to $1.5 billion in 2024 and is set to grow another 12% this year. Google searches for “protein chips” and “protein bars” soared to a 5-year high, mostly in urban spots like New Delhi. But rural India struggles with protein too. A study showed 80% of 785 households in dry regions eat less protein than needed despite having access to protein foods. Aashitosh Inamdar, chief scientist at the government’s Central Food Technological Research Institute, shared it took six months to perfect McDonald's protein slice, fixing early versions that were “too chewy” and “powdery” for Indian taste buds. The government also teamed with billionaire Mukesh Ambani’s Reliance to create protein cookies and is working on local sweets and spices packed with protein. What’s driving the buzz bigger than ever? Bollywood star Ranveer Singh and co-founder Nikunj Biyani’s startup, SuperYou. They sold over 10 million protein wafers since last November! Ranveer flaunts their chips with 10 grams of protein on Instagram, teasing regular “guilty potato” chips. Though tasty, SuperYou chips cost ₹100 per 100 grams—more than double Lay’s popular chips. SuperYou plans to bring biscuits and cereals to smaller towns. Biyani calls protein a “knight in shining armour.” Cricketers are joining too! This April, Amul sponsored teams in India’s IPL, creating fun reels of dancing cricketers promoting protein-packed products that went viral with millions of views. Managing director Jayen Mehta says Amul is cashing in on 3 million liters of daily whey byproduct to expand protein items like buttermilk, ice cream, and flatbreads online. He called it “a very huge market opportunity.” From tasty burgers to celebrities and cricket stars on Instagram, India’s protein party is just getting started. Will you join the flavor-filled fitness feast?

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Tags: Mcdonald's, Protein slice, India, Amul, Ranveer singh, Protein craze,