Happy Cultures Adds a Dubai Kunafa Twist to the Protein Category with Its Latest Launch

Happy Cultures Adds a Dubai Kunafa Twist to the Protein Category with Its Latest Launch

Aug, 31: 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 an MRP of INR 2,199, the new product combines Happy Cultures’ yeast protein with real pistachios, offering a more indulgent take on everyday protein consumption.

Each serving delivers 24g of complete yeast protein with a PDCAAS score of 1, indicating a high-quality protein source with a complete amino acid profile. Made with 100% yeast protein isolate, the formulation contains no added sugar or artificial sweeteners, is naturally sweetened with monk fruit, and is free from lactose, dairy, gluten and soy. The addition of probiotics further supports its positioning as a convenient, gut-friendly protein option for consumers seeking a balance of nutrition, taste and indulgence.

The launch comes as protein consumption in India moves beyond traditional fitness audiences, with consumers increasingly looking for products that combine nutritional value with taste, convenience and variety. According to IMARC group, the protein supplement market in India is anticipated to reach Rs. 13,186 crore (US$ 1.52 billion) by 2033.

The product has also undergone independent testing by Eurofins Analytical Services India, with each batch evaluated across key parameters including nutritional composition, amino acid profile, melamine and heavy metal contaminants. It is available through Happy Cultures’ website, Swiggy, Zepto, Big Basket, Amazon and Flipkart.

Speaking about the launch, Mr. Amit Monteiro, CEO, Happy Cultures, said, 

“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.”

“We want consumers to look at yeast protein differently,” added Monteiro. “Innovation in protein does not have to stop at the usual vanilla, chocolate or coffee flavours. There is an opportunity to build products around flavours that are culturally relevant, familiar and genuinely enjoyable.”

A key differentiator of the product is the inclusion of real pistachios, which Happy Cultures says is intended to bring greater authenticity to the Dubai Kunafa-inspired flavour rather than relying only on flavouring. The product is positioned within the company’s premium protein portfolio, with flavour innovation forming an important part of its approach to product development.

The launch also reflects the growing influence of social media-led food trends on mainstream consumption. Dubai chocolate and Kunafa-inspired flavours have gained significant consumer interest, creating opportunities for food and wellness brands to translate emerging preferences into new product formats.

For Happy Cultures, yeast protein is a growing part of its broader protein innovation strategy. The company sees an opportunity to move the category beyond conventional flavours and create products that appeal to consumers through a combination of nutrition, taste, ingredients and experience.

The Dubai Kunafa Yeast Protein joins Happy Cultures’ broader portfolio spanning proteins, nutritional supplements and Gut First Solutions, as the company continues to develop products around emerging consumer preferences and evolving wellness needs.