Indian protein-snacking brand SuperYou has launched the Mega Protein Wafer, delivering 20 grams of protein per serving. Co-founded by actor Ranveer Singh, the product targets fitness and mainstream snack consumers through quick-commerce channe
SEO & GEO Metadata
India’s protein-snacking market is getting more crowded — and more ambitious.
SuperYou, the protein-first snacking startup co-founded by Ranveer Singh and entrepreneur Nikunj Biyani, on Thursday unveiled the Mega Protein Wafer, a new product positioned around a clear claim: 20 grams of protein in a single wafer.
The launch marks SuperYou’s most protein-dense offering so far and signals a sharper push into functional foods that blend indulgent formats with sports-nutrition-level macros — a space traditionally dominated by bars, powders, and shakes.
Protein Moves From Niche to Everyday Snack
Protein has steadily shifted from a niche fitness requirement to a mainstream dietary consideration in India, driven by rising gym adoption, lifestyle diseases, and growing awareness of daily protein deficits. SuperYou is betting that familiar snack formats — rather than supplements — are the fastest way to close that gap.
The Mega Protein Wafer is designed to sit at the intersection of convenience and nutrition: positioned for pre- or post-workout consumption, but also for mid-day hunger, evening snacking, or on-the-go eating. Unlike conventional protein bars, the wafer format leans heavily on taste, crunch, and familiarity.
According to the company, the product is made with atta and jowar, topped with salted peanuts, contains no palm oil, and has no added sugar — attributes increasingly demanded by urban Indian consumers scrutinising ingredient labels.
Quick Commerce Takes Centre Stage
At launch, the Mega Protein Wafer is priced at ₹120 and will be available exclusively on Swiggy Instamart and SuperYou’s own website, before expanding to other quick-commerce and e-commerce platforms.
The distribution strategy reflects a broader shift in India’s consumer internet landscape, where food and snack brands are increasingly optimising for instant availability rather than traditional retail discovery. For protein snacks — often impulse-driven and tied to specific moments like workouts or hunger spikes — rapid delivery has become a competitive advantage.
SuperYou’s growing reliance on quick commerce also mirrors how newer digital-native food brands are bypassing slower offline scale in favour of urban density and repeat consumption.
Founders Frame ‘Mega’ as a Product Standard
Ranveer Singh said the company had been working toward a 20g protein wafer for some time, focusing on balancing texture, taste, and nutritional density.
“We’ve been working on building a 20g protein wafer offering, and with this one, finally, we’ve got it just right,” Singh said. “It’s delicious, crunchy, and gives you the apt protein boost.”
Co-founder Nikunj Biyani described the product as a response to changing expectations from everyday snacks. If a product is positioned as “mega,” he said, it must justify that claim nutritionally — not just through branding.
A Competitive Protein Snacking Landscape
SuperYou operates in an increasingly competitive segment that includes legacy FMCG players, sports nutrition brands, and a wave of D2C startups offering protein bars, cookies, chips, and ready-to-drink shakes. Differentiation is increasingly coming from format innovation, clean-label positioning, and last-mile availability.
By choosing a wafer — a category traditionally associated with indulgence rather than function — SuperYou is attempting to reframe protein consumption as something habitual and enjoyable, rather than medicinal or performance-only.
The launch also reinforces a broader industry trend: protein moving beyond gyms and into everyday diets, especially among young, urban consumers who want nutritional benefits without sacrificing taste.
Looking Ahead
With the Mega Protein Wafer, SuperYou is doubling down on its identity as a protein-led snacking brand rather than a conventional nutrition company. Whether the 20g wafer becomes a category benchmark will depend on repeat consumption, pricing sensitivity, and how well the brand scales distribution beyond early adopters.
For now, the launch underscores a clear signal from India’s consumer food market: protein is no longer a niche — it’s becoming a baseline expectation.
