Barista Coffee Taps Protein Trend with New Nutrition-Focused Range

Barista Coffee has partnered with ITC Yoga Bar to launch its protein range of coffees across its cafés in India. 

The partnership reflects the growing demand for functional food and beverages as consumers become more conscious of protein intake and healthier eating. 

Introduced under the ‘Kaafi Protein Hai’ campaign, the range targets health-conscious consumers seeking convenient, protein-rich options without giving up their regular café experience.

For Barista, the collaboration expands its café menu into the nutrition-led beverage segment, while Yoga Bar gains a wider everyday consumption platform.

Rajat Agrawal, CEO, Barista Coffee, said, "Honestly, protein isn't a niche thing anymore; it's just become part of how people think about food and drink every day. With 'Kaafi Protein Hai', we are not just launching a new product; we are trying to build a whole new category, one that sits right at the intersection of café culture and functional nutrition. This feels like where café experiences are headed, and having Yoga Bar as a partner gives us the credibility to actually lead that shift, not just follow it." 

The menu includes the Iced Caramel Whey-chino, Mocha Pro-Muscle Shake and Chicken Tikka Sandwich. Customers can also add Yoga Bar Whey Protein to select beverages on their own, allowing them to customise their coffee.

"At Yoga Bar, we've been championing the importance of protein for almost a decade, long before it became a mainstream conversation. Our focus has always been on finding innovative ways to make quality protein a natural part of everyday life. This collaboration with Barista is yet another exciting step in that journey," added Anuj Bansal, CBO, Yoga Bar, ITC Limited.

Recently, Yoga Bar was acquired by ITC Limited which offers products across protein, breakfast, snacks, health bars, oats, muesli, peanut butter and other nutrition categories.