National, August 31, 2026: Indian health and wellness company Happy Cultures has launched Dubai Kunafa Yeast Protein, bringing the popular Dubai Kunafa flavour profile to the growing protein category. Priced at ₹2,199 MRP, the new product combines Happy Cultures’ yeast protein with real pistachios, offering a more indulgent take on everyday protein consumption.
Product Highlights
- 24g complete yeast protein per serving with a PDCAAS score of 1 (complete amino acid profile).
- Made with 100% yeast protein isolate.
- No added sugar or artificial sweeteners; naturally sweetened with monk fruit.
- Free from lactose, dairy, gluten, and soy.
- Includes probiotics for gut-friendly nutrition.
- Real pistachios for authentic Dubai Kunafa-inspired flavour.
Market Context
Protein consumption in India is moving beyond traditional fitness audiences, with consumers seeking products that combine nutrition, taste, convenience, and variety. According to IMARC Group, the protein supplement market in India is anticipated to reach ₹13,186 crore (US$ 1.52 billion) by 2033.
The launch reflects the growing influence of social media-led food trends, with Kunafa-inspired flavours gaining traction among mainstream consumers.
Quality Assurance
The product has undergone independent testing by Eurofins Analytical Services India, with each batch evaluated for:
- Nutritional composition
- Amino acid profile
- Melamine
- Heavy metal contaminants
Available via Happy Cultures’ website, Swiggy, Zepto, Big Basket, Amazon, and Flipkart.
Mr. Amit Monteiro, CEO, Happy Cultures: “Protein is becoming a crowded category, and we believe the next phase of innovation will be about making the experience more exciting for consumers. Dubai Kunafa is a flavour people already recognise and enjoy, so bringing it into yeast protein felt like a natural way to make the category more interesting.”
“Innovation in protein does not have to stop at vanilla, chocolate or coffee. There is an opportunity to build products around flavours that are culturally relevant, familiar and genuinely enjoyable.”
Strategic Significance
- Positions yeast protein as part of Happy Cultures’ premium portfolio.
- Expands flavour innovation beyond conventional options.
- Reinforces the company’s Gut First Solutions and broader protein innovation strategy.
About Happy Cultures
Founded in 2023 and headquartered in Bengaluru, Happy Cultures is a wellness and nutrition brand combining scientific research with everyday health needs.
- Serves 1 million+ customers across 19,000+ locations in India, including Tier 2 and Tier 3 cities.
- Portfolio spans protein nutrition (yeast and plant proteins) and wellness supplements focused on sleep, women’s health, joint support, and essential nutrition.
- Growing emphasis on research-backed formulations beyond probiotics.
🌐 Website: Happy Cultures
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