Introduction

In the past, health-forward innovation in food and beverage was often synonymous with low-fat or sugar-free alternatives. Today, however, a single macronutrient is driving massive shifts in R&D, marketing, and consumer loyalty: protein. It’s no longer the preserve of bodybuilders or elite athletes—protein is now a daily essential woven into coffee, milk, and snack formats around the globe.

From Starbucks’ protein-packed cold foam lattes to Nestlé’s fortified dairy launches and Epigamia’s Greek yogurt revolution, legacy brands are repositioning themselves to meet the modern consumer’s nutritional expectations. What unites all these moves? A clear pivot toward functional, accessible, and lifestyle-aligned protein delivery.

Let’s break down how these global and Indian giants are reimagining their offerings—and how OMN9 is uniquely built to lead this next wave of everyday nutrition.

1. Starbucks’ entry into the protein beverage space: A wellness-centric shift

In early 2025, Starbucks announced the test launch of a protein-enriched cold foam available in select U.S. locations. This product, containing between 15 and 18 grams of protein, aims to meet growing demand from consumers across all demographics—including young adults, middle-aged women, and GLP-1 medication users [1].

CEO Brian Niccol cited first-hand observations: customers were often adding protein powders or Fairlife protein drinks to their coffee orders, signaling a gap Starbucks could solve [1][2]. Their answer? A banana-flavored cold foam that seamlessly integrates protein into the daily caffeine ritual.

“We can make this experience better for them… Now I think we’re right on trend, and we can do it better than anybody else.”
— Brian Niccol, CEO, Starbucks [1]

The move also reflects a deeper trend: the convergence of performance nutrition and mainstream food culture, something even coffee chains can no longer afford to ignore.

2. Nestlé’s pro-grow milk: Functional nutrition for daily consumption

In India, Nestlé recently launched “A+ Pro-Grow,” a milk product designed for growing children but relevant to a broader demographic. With 20% more protein than the standard A+ milk line, the product aims to bridge nutritional gaps in Indian households where protein deficiency affects 70% of the population [3].

Positioned as both a growth-supporting beverage and a daily-use product, Pro-Grow represents Nestlé’s intent to make protein invisible but impactful—offering enhanced nutrition in familiar formats.

“We have attempted to introduce nutrition benefits through milk for a new consumer segment.”
— Arvind Bhandari, GM, Nestlé Dairy India [3]

3. Epigamia: Reinventing yogurt through protein and plant-based innovation

Since 2015, Epigamia has changed the way Indian consumers view yogurt—from a dessert or side dish to a protein-forward, everyday snack. Their Greek yogurt line is high in protein, low in fat, and now includes plant-based coconut yogurt alternatives as well.

From fitness-conscious professionals to time-starved urbanites, Epigamia created a narrative around clean, wholesome protein through localized flavors and D2C strategies. Within a year of launch, Greek yogurt transformed from niche to mainstream, in large part due to their targeted positioning [4].

“Urban Indians began seeking snacks that weren’t just delicious but also packed with nutrition—high in protein and low in fat.”
— Epigamia founder Rohan Mirchandani [4]