India’s protein craze drives fast food and dairy boom McDonald’s, Amul tap rising demand with new high-protein items26 August 2025 26 August 2025 4 minute read 4 minute read By: By: Global Ag Media AsiaAt McDonald's outlets in South India, a 30-cent burger topping has been selling out fast. It's not extra cheese or a fancy salsa dip, but a vegetarian protein slice developed with Indian government food scientists -- the brand's first such offering globally, reported Reuters. It is currently also developing local sweets and spices to make their taste appeal to more Indians, though much like McDonald's, protein products largely remain an urban phenomenon. In one reel, he touted that SuperYou baked chips contain 10 grams of protein, while mocking regular "guilty potato" chips. SuperYou chips cost 100 rupees ($1.14) per 100 grams, more than double Pepsi's PEP.O popular Lay's potato chips.