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In an official announcement made by food delivery app Swiggy, it stated that the service expanded its High Protein menu category to 160+ cities following the launch of the feature in July, this year. With one million dishes available for users to pick from, the network includes 1.4 lakh restaurants from where they can order healthy food to meet their dietary needs. As part of the expansion which made the feature available in tier one metropolitan cities as well as smaller urban areas, four new subcategories were also included - namely Low Cal, No Fry, Gluten-Free and Protein Minis, for those who want to opt for protein loaded bite-sized or snack items. The Low Cal category, which primarily caters to calorie-conscious users, included food options that constitute 400 calories or less while the No Fry section includes a range of grilled, roasted or steamed dishes to pick from.
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The Gluten-Free section highlights millets, quinoa as well as other dietary alternatives for those following specific restrictions or are faced with allergies. In an email correspondence with Swiggy’s Vice President of Food Strategy, Customer Experience & New Initiatives, Deepak Maloo stated that, “The intent has always been to help users make better food choices without compromising on taste or convenience. When we launched the High Protein category, it was in direct response to the growing consumer awareness and demand for protein-rich food options. Over time, we’ve seen that protein is no longer a niche preference restricted to fitness enthusiasts, it’s becoming an everyday dietary priority for young professionals, families and health-conscious consumers alike.”
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He further added, “The expansion builds on that insight. We’ve added new subcategories to make the discovery of protein-rich meals even simpler. The addition of Protein Minis further reflects modern, on-the-go lifestyles, ensuring that nutritious choices fit seamlessly into diverse routines. In essence, this launch reflects how protein has become an integral part of Indian meals and our goal is to make healthy eating both easy and delightful for millions of users.” An internal survey conducted by the aggregator states that two out of three users opt for protein-rich items as they believe it supports their overall health and well-being whereas two out of three users also associate protein with achieving fitness goals like workouts and weight management. Results also reflect that one out of three customers feel that they’re making a healthier choice when ordering online. As per his observation, the introduction of the subcategories has only furthered to strengthen the appeal. Additionally, collaborations with brands like McDonald’s, Dr. Diet and Caterspoint have expanded both variety and credibility, reinforcing the growing mainstream acceptance of protein-forward eating across cities and consumer segments.
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In addition to this, the app also recorded more than 2.4 million users transacting the High Protein category - indicating the steadily growing appetite for meal options that are dense with the nutrient. Maloo interestingly points out that the surge in demand isn’t exclusive to metro cities alone, as emerging ones have also displayed a strong adoption to mindful eating and balanced nutrition. Attributing the surge to a combination of factors, he believes that a growing nutritional awareness as well as ease of discovering balanced, protein-rich options that align with modern lifestyles are equally important reasons. “Consumers today are far more conscious of how protein contributes to sustained energy, fitness and overall well-being, and they’re actively seeking out foods that reflect those priorities. Our curated High Protein category has made this process intuitive, helping users effortlessly identify meals that meet defined nutritional standards while balancing protein and calorie intake.”
