Amul launches High Protein Cubes: 25g protein for Rs 80

Amul launches High Protein Cubes: the dairy cooperative announced on Friday, October 30, 2026, through its social media channels, a ready-to-eat savoury snack that it says carries 25 grams of protein in a 38-gram pack. Each single-serve pack has about 150 kilocalories and is priced at Rs 80. The cubes come in a box of five packs, each with its own seasoning sachet, in five flavours: Peri Peri, Korean Kimchi, Tandoori, Cheese and Herbs, and Tomato. Amul is selling the product through its Amul Shop app and official website, and suggests eating the cubes on their own or adding them to gravies, soups and bhel.

Protein has become one of the most talked-about words in Indian food shopping. Gym-goers, students in hostels, young professionals who eat on the move and people trying to manage their weight are all being offered "high-protein" versions of everyday foods, from bread and peanut butter to ice cream. Most of these products are sold at a premium, and many protein bars on the market cost well above Rs 100 each.

Amul's entry matters because of its scale and reach. The cooperative already sells high-protein paneer, dahi, lassi and buttermilk, so the cubes extend a range that many families already know. By choosing a savoury format with Indian and international seasonings, Amul is going after the snacking moment that chips, namkeen and biscuits usually fill, rather than the sweet bar format that dominates the protein aisle.

The numbers are easy to check. At Rs 80 for 25 grams of protein, a buyer pays about Rs 3.20 for each gram of protein. Twenty-five grams in a 38-gram pack works out to roughly 66% by weight, close to the 65% the company states. Protein provides about four kilocalories per gram, so roughly 100 of the 150 kilocalories in a pack would come from protein, according to that standard conversion.

For young buyers, the practical questions are simple: whether the snack fits a budget, how it tastes, and whether it replaces something less useful in the day's diet. The product's claims are the company's own; anyone with a medical condition, such as kidney disease, or anyone on a special diet should check with a doctor or dietitian about how much protein suits them.

Short-term: Online buyers can order the cubes through the Amul Shop app and website. Competing brands of protein bars, chips and snacks may face pressure on price, since Rs 80 for 25 grams of protein sets a visible benchmark.

Long-term: If the cubes sell well, wider retail availability and more flavours or pack sizes could follow, and other dairy cooperatives and food companies may launch savoury protein snacks of their own. The launch also adds to the shift of protein from a gym supplement to an everyday food label.

Who is affected: Students, gym-goers, office workers and families looking for higher-protein snacks; rival snack and protein-bar makers; and dairy farmers in Amul's cooperative network, whose milk goes into its value-added products.

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