Horlicks Becomes Latest Entrant to India’s Yeast Protein Powder Wave

Hindustan Unilever, the Indian subsidiary of the CPG giant, has launched a line of yeast protein powders under the Horlicks brand in India. The new Horlicks Protein line targets everyday consumers in a country with a fast-growing microbial protein market, as protein consumption in India is expected to triple by 2025. The protein powders come in unflavoured, chocolate, and coffee variants and provide high-quality complete protein with ingredients that support protein digestion and gut-friendly nutrition.

The protein powders have been developed with the aim of making quality protein easier to incorporate into the everyday lifestyles of millions of Indians, catering to the changing needs of consumers. The yeast protein market in India is booming, with companies like Cosmix, Sugarfit, Yoga Bar, and SuperYou also selling yeast protein powders. This shift towards alternative proteins has major implications for the country's food security, agricultural production, natural resources, investment landscape, and environmental sustainability, according to a recent report by Asia Research & Engagement and the Federation of Indian Chambers of Commerce and Industry.