Barista Coffee has partnered with ITC-owned YogaBar to introduce protein-infused coffee and beverages across its café network, as the company looks to tap growing consumer interest in healthier and functional food and drink options.
The partnership has introduced two beverages—Iced Caramel Whey-chino and Mocha ProMuscle Shake—across Barista’s network of more than 500 cafés. Customers can also add YogaBar whey protein to existing milk-based beverages such as lattes and cappuccinos.
Barista expects protein-based beverages to contribute at least 10% of its overall beverage portfolio within the next two years. The company believes protein is increasingly moving beyond gyms and sports nutrition and becoming part of everyday food choices.
“Protein isn’t a niche thing anymore; it’s become part of how people think about food and drink every day,” said Rajat Agrawal, CEO of Barista Coffee. He said the company is looking to build a new category combining café culture with functional nutrition.
Barista and YogaBar have been studying the opportunity for nearly six months. The partnership also builds on an existing relationship between the two companies, with Barista having sold YogaBar protein bars at its outlets for almost two years.
Barista plans to study customer response over the next three to four months. Based on demand, protein could be introduced into more products, including frappes and other milk-based beverages.
For YogaBar, the collaboration is part of its strategy to make functional nutrition available across more everyday consumption occasions.
“Protein is part of the larger shift towards healthier lifestyles,” said Anuj Bansal, CBO, ITC YogaBar. The company sees opportunities to expand healthy and protein-focused products across cafés, schools, colleges, airlines and other channels.
YogaBar estimates that protein-focused categories, including protein powders, could represent an industry opportunity of up to ₹10,000 crore.
The partnership may eventually extend beyond beverages. Barista has already introduced protein-enriched bread in parts of its sandwich range, creating scope for protein to become part of more food products on its menu.
With consumers increasingly looking for products that combine taste, convenience and nutrition, Barista is betting that protein coffee can move from being a specialised offering to a regular café choice. Its target of generating 10% of its beverage portfolio from protein-based drinks within two years reflects the company’s confidence in the emerging category.