Indian health and wellness brand Happy Cultures has expanded its protein portfolio with the launch of Dubai Kunafa Yeast Protein, combining a trending indulgent flavour profile with a complete plant-based protein source. Priced at an MRP of ₹2,199, the new offering features 100% yeast protein isolate along with real pistachios, bringing a distinctive twist to everyday protein consumption.
Each serving provides 24g of complete yeast protein and carries a PDCAAS score of 1, indicating a high-quality protein with a complete amino acid profile. The formulation contains no added sugar or artificial sweeteners and is naturally sweetened with monk fruit. It is also free from lactose, dairy, gluten and soy. The addition of probiotics further strengthens the product’s positioning as a convenient protein option for consumers increasingly seeking nutrition alongside digestive wellness.
The launch comes at a time when protein consumption in India is expanding beyond conventional sports nutrition and fitness-focused consumers. Consumers are increasingly looking for products that combine nutritional benefits with taste, convenience and variety. According to IMARC Group, India’s protein supplement market is projected to reach ₹13,186 crore (US$1.52 billion) by 2033, reflecting the growing opportunity for innovation within the category.
Quality and product safety have also been highlighted as important aspects of the new offering. Happy Cultures states that the product has undergone independent testing by Eurofins Analytical Services India, with batches evaluated for parameters including nutritional composition, amino acid profile, melamine and heavy metal contaminants.
Commenting on the launch, Amit Monteiro, CEO, Happy Cultures, said that innovation in the protein category needs to go beyond conventional flavours and create a more engaging consumer experience. According to the company, Dubai Kunafa was selected because of its growing familiarity and popularity among consumers, making it an opportunity to introduce a more indulgent flavour into the yeast protein segment.
Monteiro added that the company aims to change how consumers perceive yeast protein by exploring flavours beyond traditional vanilla, chocolate and coffee. The company believes culturally relevant and familiar flavours can help make protein products more appealing to a broader consumer base.
Real pistachios are another key feature of the product. Rather than depending exclusively on flavouring, Happy Cultures has incorporated pistachios to create a more authentic Dubai Kunafa-inspired experience. The product is positioned within the company’s premium protein portfolio, where flavour development is increasingly becoming an important element of product innovation.
The launch also highlights how social media-driven food trends are influencing product development across categories. Dubai chocolate and Kunafa-inspired products have generated considerable consumer interest, encouraging brands to adapt these emerging flavour trends into new formats, including nutrition and wellness products.
For Happy Cultures, the launch forms part of its wider strategy to develop yeast-based protein products that combine nutrition, taste and ingredient functionality. The company is looking to broaden the appeal of protein consumption by moving beyond conventional flavour profiles and creating products that offer consumers a more varied and enjoyable experience.
Dubai Kunafa Yeast Protein is available through the Happy Cultures website as well as online platforms including Swiggy, Zepto, BigBasket, Amazon and Flipkart. The product joins the company’s broader portfolio of proteins, nutritional supplements and Gut First Solutions.