Brands
Starbucks India launches protein cold foam with SuperYou
Starbucks India is stirring wellness straight into the cup. The coffee chain has partnered with SuperYou to launch Protein Cold Foam across its stores in India, giving customers a new way to add protein to their favourite cold beverages without disrupting daily coffee rituals. The move taps into a growing appetite for functional foods that feel familiar, flexible and indulgent.
The Protein Cold Foam is made using SuperYou’s yeast-based protein, developed through biofermentation technology. Light on digestion and low in calories, it is designed to blend seamlessly with Starbucks’ iced drinks, adding 11 to 18 grams of protein depending on cup size. Customers can choose from chocolate, banana or vanilla flavours, with zero-sugar options also available.
The limited-edition menu includes a Cold Brew with Chocolate Protein Cold Foam, a Caramel Frappuccino finished with banana protein cold foam, and an Iced Latte topped with vanilla protein cold foam. Beyond the curated drinks, the protein foam can be added to a wide range of cold beverages, from iced americanos to Frappuccinos, reinforcing Starbucks’ push for customisation.
The launch reflects a broader shift in how consumers approach health—less about extremes, more about everyday gains. Sushant Dash, ceo, Tata Starbucks, said the idea was to integrate protein into existing habits rather than ask customers to change them. Partnering with SuperYou, he added, allows Starbucks to deliver functionality without sacrificing comfort or taste.
For SuperYou, the collaboration marks a step towards mainstreaming protein consumption. Nikunj Biyani, co-founder, said coffee is one of India’s most entrenched daily rituals, and the partnership brings both scale and trust to the brand’s ambition of making protein part of everyday life.
Available now across Starbucks outlets nationwide, Protein Cold Foam signals where the coffee business is heading: flavour-first, function-forward, and firmly embedded in the rhythms of daily life. Coffee, it seems, is no longer just a caffeine fix—it’s becoming a lifestyle upgrade.
Brands
Britannia 5050 expands premium range with caramel dipped sandwich
New launch blends 50 per cent crunch and 50 per cent melt amid premium snack shift
MUMBAI: It’s not just crunch time anymore, it’s crunch meets caramel curtain call. After more than three decades of owning the sweet-salty sweet spot, Britannia’s 5050 is now leaning into indulgence, adding a caramel twist to its evolving playbook. The brand has introduced the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, extending its recently launched premium “dipped” range that began with its cheese variant earlier this year.
At the heart of the new offering is a familiar equation with a richer finish 50 per cent crunch and 50 per cent melt reimagined through a caramel-forward profile. The product combines layered, baked crispiness with a smooth caramel coating, tapping into a noticeable shift in how India snacks today.
That shift is less about choosing between textures and more about having both. As consumer preferences tilt towards premiumisation, “melt-in-the-mouth” experiences are increasingly complementing traditional crunchy formats. Add to that the rising popularity of caramel across both Western-style treats and Indian taste adaptations, and the timing begins to make sense.
The result is a deliberately engineered “crunch-to-melt” transition, a multi-sensory bite designed to turn routine snacking into something a little more indulgent. It is also a clear signal of how legacy brands are reworking familiar formats to stay relevant in a market that now expects novelty as much as nostalgia.
Britannia vice-president for marketing Siddharth Gupta pointed to this evolving behaviour, noting that the brand is pushing the 5050 idea beyond flavour into texture. The move, he said, reflects a broader attempt to align with changing consumer expectations while strengthening its position in the premium snacking segment.
The caramel and cheese dipped variants are currently available across select cities through retail outlets and quick commerce platforms, marking Britannia’s continued push into high-frequency, high-indulgence snacking occasions.
If the original 5050 was about balance, this new chapter is about contrast with a glossy caramel finish.
