Indian wellness brand Happy Cultures expands its protein range with a premium yeast protein featuring real pistachios, monk fruit and probiotics.
Indian health and wellness company Happy Cultures has expanded its protein portfolio with the launch of Dubai Kunafa Yeast Protein, bringing the increasingly popular Dubai Kunafa flavour trend into the plant-based nutrition category.
Priced at an MRP of ₹2,199, the new protein product is made with 100% yeast protein isolate and includes real pistachios, offering consumers a distinctive alternative to conventional protein flavours.
Each serving delivers 24g of complete yeast protein and has a PDCAAS score of 1, indicating a complete amino acid profile and high-quality protein source. The formulation contains no added sugar or artificial sweeteners and is naturally sweetened with monk fruit.
The product is also lactose-free, dairy-free, gluten-free and soy-free. In addition, probiotics have been incorporated into the formulation, supporting the product’s positioning around both protein nutrition and digestive wellness.
The launch comes as protein consumption in India continues to expand beyond traditional sports nutrition and fitness audiences. Consumers are increasingly seeking protein products that combine nutrition with taste, convenience and greater flavour variety.
According to the IMARC Group, India’s protein supplement market is projected to reach ₹13,186 crore (US$1.52 billion) by 2033, highlighting the growing scope for innovation across the protein category.
Focus on Quality and Safety
Happy Cultures has also highlighted quality testing and product safety as part of the new launch. According to the company, the product underwent independent testing by Eurofins Analytical Services India, with batches assessed for parameters including nutritional composition, amino acid profile, melamine and heavy metal contaminants.
Commenting on the launch, Amit Monteiro, CEO of Happy Cultures, said innovation in the protein category should extend beyond conventional flavours and provide consumers with a more engaging experience.
According to the company, the Dubai Kunafa flavour was chosen in response to its growing popularity and familiarity among consumers. Happy Cultures sees the trend as an opportunity to introduce a more indulgent flavour profile to the yeast protein segment.
Monteiro also said the company wants to change consumer perceptions of yeast protein by moving beyond traditional options such as vanilla, chocolate and coffee. The company believes familiar and culturally relevant flavours can make protein products more attractive to a wider audience.
Real Pistachios Add to the Product Experience
Real pistachios are a key element of the new formulation. Instead of relying entirely on flavouring, Happy Cultures has incorporated pistachios to provide a more authentic Dubai Kunafa-inspired experience.
The product forms part of the company’s premium protein portfolio, where flavour innovation is becoming an increasingly important factor in product development and consumer appeal.
The launch also reflects the growing influence of social media-driven food trends on product innovation. Dubai chocolate and Kunafa-inspired products have gained significant consumer attention, prompting brands across different categories to incorporate these flavour concepts into new product formats, including nutrition and wellness.
For Happy Cultures, Dubai Kunafa Yeast Protein is part of its broader strategy to develop yeast-based protein products that combine nutrition, taste and ingredient functionality. The company aims to expand the appeal of protein consumption by offering alternatives to conventional flavours and creating a more varied consumer experience.
The new Dubai Kunafa Yeast Protein is available through the Happy Cultures website and online platforms including Swiggy, Zepto, BigBasket, Amazon and Flipkart. It joins the company’s existing range of proteins, nutritional supplements and Gut First Solutions.
source : Indian Retailer