SuperYou launches ‘Mega Protein Wafer’ with 20g protein

INDIA – SuperYou, the protein-first snacking brand co-founded by Bollywood superstar Ranveer Singh and entrepreneur Nikunj Biyani, has launched the Mega Protein Wafer, delivering 20 grams of protein per serving in a crunchy, indulgent format.   

This innovation targets fitness enthusiasts, busy professionals, and everyday snackers seeking convenient nutrition without sacrificing taste, amid surging demand for high-protein options in urban markets.   

Priced at INR 120 (US$1.33), the wafer debuts exclusively on Swiggy Instamart and SuperYou’s website, with plans for wider quick-commerce rollout to capitalize on impulse buys and on-the-go consumption.  

The Nutty Chocolate flavour features layered chocolate wafers topped with salted peanuts, crafted from atta and jowar for a wholesome base, and is notably free of added sugar or palm oil, appealing to health-conscious consumers prioritizing clean-labels.   

Ranveer Singh emphasized its versatility: “We’ve been working on building a 20g protein wafer offering, and with this one, finally, we’ve got it just right. It’s delicious, crunchy, and gives you the apt protein boost, which makes it the easiest and most accessible choice, whether you’re in the mood for a snack or looking to meet your protein goals.”  

Nikunj Biyani added, “If a snack is called ‘Mega’, it must truly deliver…This is a wafer designed for big hunger, long days, and modern lifestyles that demand more from everyday snacks.”    

SuperYou positions the product for multiple occasions, pre/post-workout, mid-day breaks, or evening indulgence, bridging indulgent snacking with functional benefits in India’s booming better-for-you category.   

The launch aligns with rising protein awareness, where consumers blend gym routines with quick, tasty fuel, boosting demand for oat- and grain-based innovations tied to agribusiness staples like jowar sourcing.   

Backed by Singh’s star power, the brand expands its portfolio of fermented protein snacks, reinforcing e-commerce dominance while eyeing retail shelves.  

This move reflects broader trends in India’s functional foods sector, where celebrity-driven brands drive category growth amid health-focused shifts post-pandemic.   

For food industry analysts, it highlights opportunities in protein-dense wafers as alternatives to bars and shakes, potentially elevating domestic grain utilization in premium snacks.   

SuperYou’s strategy promises sustained momentum, blending Bollywood appeal with nutritional science for mass-market penetration.  

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