Amul enters high-protein snacking segment with new nutrition cubes

Amul has expanded its product portfolio with the introduction of high-protein cubes, marking the company's entry into the nutritional snacking category. Each pack contains 25 grams of protein and provides 150 calories, positioning the offering as a fitness-focused alternative for consumers monitoring their dietary intake.

The cubes comprise approximately 65% protein content, according to the dairy cooperative. The product is priced at Rs 80 per pack, making it accessible to mainstream health-conscious buyers across India's growing wellness market.

Distribution of the new offering is being handled through Amul's digital channels, with availability on the Amul Shop mobile application and the company's official website. This direct-to-consumer approach reflects a broader industry trend toward streamlined e-commerce infrastructure for packaged nutritional products.

The launch underscores intensifying competition in India's protein snacking segment, where established dairy brands are diversifying beyond traditional offerings to capture demand from fitness enthusiasts and health-aware consumers. Amul's move aligns with evolving consumer preferences for convenient, protein-dense food products that integrate seamlessly into active lifestyles.