bengaluru, Oct. 3 -- As whey protein prices rise amid supply constraints, food and nutrition companies are turning to fermented yeast protein to diversify their offerings and cater to consumers seeking alternatives to conventional dairy-based supplements. The latest to enter the space is Hindustan Unilever Ltd (HUL) with Horlicks Protein in ready-to-drink and powder formats, extending the brand beyond its traditional children's nutrition portfolio. The company is betting on its nutrition credentials, distribution network and accessible pricing to make protein part of everyday diets, expanding beyond sports and gym enthusiasts. While powder sachets are priced at around Rs.83 a serving, its ready-to-drink shake costs Rs.120. "Being late to a party doesn't mean that you're not there," said Rajneet Kohli, executive director of HUL's foods division. Kohli estimates that only about 3% of Indian households consume protein products. "Our job is to expand the category," he said. For its new range, HUL has opted for fermented yeast protein, which Kohli said offers the required protein quality while balancing cost and digestibility. Unlike fermented yeast protein, whey protein is derived from milk and may not be suitable for consumers who are lactose intolerant. Whey is a high-quality protein derived from cheese-making, and health-conscious consumers use it because it quickly supplies essential amino acids to promote muscle repair, growth, and overall daily nutrition. Despite being a large producer of milk, India has little cheese production, leaving supplement makers dependent on foreign suppliers. Consequently, yeast-based protein is gaining traction as a middle ground between dairy-based proteins and plant-based proteins. India's protein supplements market of Rs.7,461 crore in 2024 is projected to reach Rs.13,186 crore by 2033, according to an India Brand Equity Foundation report. Average daily protein intake, however, remains at 47g per person, below the ICMR-recommended 60g. The report said that affordability is a challenge, particularly with imported supplements remaining expensive. Industry executives said whey protein powder now costs more than Rs.4,500 a kg, up from around Rs.1,000 in 2023. Supplement-grade whey concentrate has climbed from about Rs.4.5 lakh a tonne in mid-2023 to nearly Rs.30 lakh a tonne now....