The café chain partners with Yoga Bar to bring protein-infused beverages and food to its cafés across India, tapping growing demand for functional nutrition
Barista Coffee has partnered with nutrition-led food brand Yoga Bar to launch a new range of protein-infused beverages and café favourites under its ‘Kaafi Protein Hai’ campaign, as changing consumer preferences push protein and functional nutrition into everyday eating and drinking occasions.
The new range is available across Barista cafés nationwide and combines the café chain’s coffee offerings with Yoga Bar’s protein portfolio. The partnership aims to tap the growing intersection of café culture, fitness-conscious lifestyles and consumers’ increasing awareness of their daily protein intake.
The range features two protein beverages — Iced Caramel Whey-chino and Mocha Pro-Muscle Shake — along with a Chicken Tikka Sandwich. Customers can also add Yoga Bar Whey Protein to any beverage on Barista’s menu.
Rajat Agrawal, CEO, Barista Coffee, said protein had moved beyond being a niche category and become part of everyday food and beverage choices. He said the ‘Kaafi Protein Hai’ campaign was aimed at building a new category at the intersection of café culture and functional nutrition.
Anuj Bansal, CBO, Yoga Bar, ITC Limited, said the partnership was intended to make protein consumption a more natural part of consumers’ daily routines by integrating whey protein into a familiar coffee ritual.
Protein enters the café routine
The collaboration comes as consumers increasingly seek food and beverages that combine taste with functional benefits. Barista said the new range is designed to make protein consumption more seamless by allowing customers to customise their preferred coffee with an additional serving of whey protein.
The partnership brings together Barista’s café network and Yoga Bar’s nutrition credentials. Yoga Bar, which was recently acquired by ITC, has a portfolio spanning health bars, muesli, oats, protein shakes, protein powder, healthy snacks, peanut butter, nuts and seeds, and nutrition-focused breakfast products.
Barista, which has been operating for more than two decades, has a network of 500-plus cafés across 160-plus cities in India.
The launch signals the café chain’s attempt to broaden its proposition beyond conventional coffee and food offerings, while positioning protein as an everyday addition to the café experience.
