Amul has expanded its high-protein product portfolio with the launch of High Protein Cubes, a crunchy milk-based snack that delivers 25g of protein in a 38g serving. Priced at ₹80 per pack, the product contains 150 calories and is available in five flavours, giving consumers another option for convenient, protein-rich snacking.

The new product comes with separate seasoning sachets, allowing consumers to customise its flavour before eating. The five available variants are Peri Peri, Korean Kimchi, Tandoori, Cheese & Herbs, and Tomato.

Amul is selling the High Protein Cubes through its official website and Shop app. Consumers can also purchase a box containing five packs for ₹400.

Amul’s New Protein Snack Offers More Than One Way to Eat It

Unlike conventional ready-to-eat snacks, Amul’s High Protein Cubes are designed for both direct consumption and use in everyday meals.

Consumers can eat the cubes straight from the pack or add them to gravies, curries and soups. They can also be mixed with onions, tomatoes and chutneys to prepare a protein-rich version of bhel. The included seasoning sachets provide additional flexibility in how the snack is consumed.

With a protein content of 25g in a 38g serving, the product contains approximately 65% protein by weight. Its combination of high protein content, relatively small serving size and multiple flavour options makes it a notable addition to Amul’s growing functional food range.

Amul Spent More Than a Year Developing the Product

The company spent over a year developing the High Protein Cubes, according to Amul brand manager Shefali Vijaywargiya.

The development process focused on delivering a substantial amount of protein per serving while keeping calorie content under control. Amul also wanted to make the product convenient enough for everyday consumption rather than limiting protein-rich foods to conventional meal formats.

“Our challenge was to make snacking functional by delivering meaningfully high protein per serving, using the best quality protein, and keeping calories in check so that protein-rich snacking could become part of the daily diet,” Vijaywargiya said.

The finished product provides 25g of protein for 150 calories, making it comparable in protein quantity to a typical scoop of protein powder, while offering a ready-to-eat snack format.

Amul’s High-Protein Portfolio Has Expanded Since 2022

The launch builds on Amul’s efforts to establish a broader presence in India’s high-protein food segment.

The company entered the high-protein direct-to-consumer category in 2022 with products such as paneer and dahi. It subsequently expanded the range to include lassi, buttermilk, milkshakes, whey protein, high-protein milk and mango kulfi.

The mango kulfi, which offers 10g of protein, was another example of the company’s attempt to introduce additional protein into familiar food categories.

Amul’s expansion also aligns with the protein consumption target outlined by managing director Jayen Mehta, who has advocated daily protein intake of at least 1g per kg of body weight.

The High Protein Cubes extend this strategy into ready-to-eat snacking, giving the company a product that moves beyond its traditional dairy formats.

Amul Enters a Growing Functional Snacking Category

With this launch, Amul is extending its high-protein strategy into a category where convenience and nutritional content are central to product positioning.

The ₹80 price point, five flavour choices and multiple consumption options give the cubes a distinct place within the company’s existing protein range. The product also adds another format for consumers looking to incorporate protein into their daily eating habits.

For Amul, the launch represents another step in building a wider high-protein portfolio rather than relying exclusively on conventional dairy products.

Also Read: Ferrero Eyes Top 10 Global Market Ranking for India as Revenue Grows 19%