Now Reading: Barista partners ITC YogaBar for protein coffee range
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Barista partners ITC YogaBar for protein coffee range
Barista Coffee has tied up with ITC-owned YogaBar to launch a protein coffee range across its 500-plus cafes. The initial line-up includes an Iced Caramel Whey-chino and a Mocha ProMuscle Shake, while…
The Story in Brief
Barista Coffee has tied up with ITC-owned YogaBar to launch a protein coffee range across its 500-plus cafes. The initial line-up includes an Iced Caramel Whey-chino and a Mocha ProMuscle Shake, while customers can also add whey protein to existing milk-based drinks. Barista chief executive Rajat Agrawal said the company expects protein beverages to make up at least 10 per cent of its beverage portfolio within two years. The move taps into growing demand for functional nutrition among younger consumers. YogaBar estimates the broader protein market in India could be worth Rs 10,000 crore. The retailers had been in talks for six months.
The Indian Opinion
The Barista-YogaBar deal is being sold as a 'structural shift' in Indian eating habits, but let us hold the enthusiasm. Two products in 500-odd cafes does not make a category. Protein coffee may attract gym-goers and the health-conscious, but most Indians still want their morning cuppa without the whey. The real test will be in 3-4 months when Barista reviews initial sales. If protein coffee accounts for even 5 per cent of beverage revenue by then, the narrative may stick. Until then, call it an experiment, not a revolution.
Source: retail.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
