AMUL EXPANDS HIGH-PROTEIN RANGE WITH LAUNCH OF SAVOURY HIGH PROTEIN CUBES

Amul has widened its high-protein portfolio with the launch of High Protein Cubes, a savoury snack containing 25g of protein per 38g pack. Available in five flavours and priced at ₹80, the product is positioned as both a standalone snack and a versatile ingredient for a variety of dishes.

Amul has strengthened its presence in India’s fast-growing protein-focused food segment with the launch of High Protein Cubes, a new savoury snack designed to offer consumers a convenient and versatile way to boost protein intake.

The latest addition to the dairy cooperative’s expanding high-protein portfolio comes as consumer interest in protein-rich foods continues to grow across urban and semi-urban markets. With an increasing number of health-conscious consumers seeking convenient nutrition options, food manufacturers have been broadening their offerings beyond traditional dairy products and supplements.

According to Amul, each 38g pack of High Protein Cubes contains 25g of protein and delivers 150 calories. The company says the product consists of 65% protein, placing it among the more protein-dense snack options currently available in the market.

The snack is priced at ₹80 per pack and is available in five flavours designed to appeal to a range of taste preferences. Consumers can choose from Peri Peri, Korean Kimchi, Tandoori, Cheese & Herbs, and Tomato.

A key feature of the product is the inclusion of a separate seasoning sachet in every pack, allowing consumers to customise flavour intensity according to their preference. The approach reflects a growing trend in packaged foods towards greater consumer control and personalisation.

While positioned as an on-the-go snack, Amul is also promoting the cubes as a multi-purpose ingredient that can be incorporated into a variety of dishes. The company suggests adding them to curries, gravies and soups to increase protein content. The cubes can also be used in bhel and other snack preparations where they provide an additional crunchy texture.

The launch marks a notable extension of Amul’s strategy in the high-protein category. Until now, the company has focused largely on protein-enriched dairy products and whey protein offerings. By introducing a savoury snack format, Amul is broadening the ways in which consumers can access protein-rich foods throughout the day.

Industry observers have noted a growing appetite for high-protein snacks among Indian consumers, particularly among younger demographics, fitness enthusiasts and working professionals looking for convenient nutritional options. As awareness of protein consumption rises, brands across the food and beverage sector have increasingly sought to develop products that combine taste, portability and nutritional value.

Amul’s latest offering aligns with that shift, targeting consumers who may be looking beyond traditional sources such as shakes and supplements. By positioning High Protein Cubes as both a snack and a cooking ingredient, the company is attempting to expand usage occasions and encourage incorporation into everyday meals.

The launch also reinforces Amul’s ambitions in the functional nutrition space, where demand for high-protein products has been accelerating in recent years. With a combination of high protein content, multiple flavour options and culinary versatility, High Protein Cubes represent the company’s latest effort to capture a larger share of the evolving health and wellness market.