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News18
29-04-2025
- Business
- News18
Why Amul's New High-Protein Kulfi Has Sparked A Meme Fest On The Internet
Last Updated: While a section of people were delighted by the announcement as it meant that they could now have something sweet with a side of protein, started a meme fest on social media. Seems like the cooperative giant Amul is on a spree to get rid of India's protein deficiency problem. Is the dairy brand on a mission to make the country fitter and healthier? It is likely because, over the past few months, Amul has been introducing one high-protein product after another, from Amul Protein Lassi to High Protein Kool Coffee, all of which have a protein content of 10 grams or more per serving. With such budget-friendly and easily accessible options, Amul has managed to win over consumers who are always looking for protein-rich food items. But things took a hilarious turn when the brand launched a high-protein Kulfi on Saturday, April 26. Yes, you read it right, a Kulfi. While a section of people online were delighted by the announcement as it meant that they could now have something sweet with a side of protein, others immediately started a meme fest on social media. AI became handy to the users as they took advantage of it and generated pictures which imagined Amul's high-protein products, ranging from Samosas and cigarettes to hair serum and much more. One X user shared a hilarious post on the platform, writing, 'Amul is single-handedly making India fitter, leaner, and stronger – 10g at a time! From a protein-deficient nation to a protein-powered future! #Amul #ProteinRevolution." 🫡 Amul is single-handedly making India fitter, leaner, and stronger – 10g at a time!From a protein-deficient nation to a protein-powered future! #Amul #ProteinRevolution /s — Cards Wizard (@cards_wizard) April 28, 2025 Someone else asked the brand to launch a protein-packed Vada Pav production. They wrote, 'Bro Amul, this will solve a lot of things pls!" bro Amul, this will solve for a lot of things pls! — avdhoot (@Avdhoot_7) April 27, 2025 The memes were endless as a section wanted a protein-rich whiskey, and yet another joked that Amul would soon fix the nation's protein deficiency problem by launching a hair growth serum. damn, amul fixing all deficiencies of the nation one by one — chand sethi (@Publisethi) April 26, 2025 A user even used a still from Breaking Bad to picturise how Amul must be adding protein to all its products, saying, 'Amul adding protein in everything." Amul adding protein in everything. — Harshhh! (@Harsh_humour) April 28, 2025 Jokes aside, there is a serious problem related to protein deficiency in India. According to multiple surveys highlighting this issue, India has one of the highest rates of protein deficiency in the world. As per the 'Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)' conducted by market research firm IMRB, it was observed that 73% of urban Indian diets lack sufficient amounts of protein. The survey also noted that 9 out of 10 Indians do not meet their daily recommended protein intake. The Indian Council of Medical Research (ICMR) recommends that individuals take at least 0.8 grams to 1.0 grams of protein per kilogram of their body weight. Despite this, on average, an Indian consumes only 0.6 grams of protein per kg of their weight. There is a mix of factors, such as economic constraints, traditional diets and the dominance of vegetarianism, that is contributing to this deficiency in Indians. First Published: April 29, 2025, 14:09 IST
Mint
29-04-2025
- Business
- Mint
Memes, jokes and more: Amul gets social media approval for high-protein push: ‘thirst trap – from butter to biceps?'
As Amul forayed into high-protein products, each with at least 10 grams of protein—from Amul Protein Lassi to Amul High Protein Kool Coffee—the brand has received the approval of social media users who graciously used memes, jokes, and outrageous product requests to show their support. Netizens, thrilled by the Kulfi and protein's collaboration by Amul, praised the brand for making its high-protein range affordable. However, they had some complaints about its availability. 'I couldn't help but wonder... when did Amul go from butter to biceps?' asked a user, adding that the Amul protein kulfi stared at her with its '10 gms of protein thirst trapping me and saying you can have your kulfi and abs too.' Another user, blown away by Amul's high-protein range, said the brand is single-handedly solving India's protein-deficiency problem. 'Amul's protein product lineup is wild. Protein kulfi. Protein shake. Protein lassi. Protein paneer. Protein buttermilk. Amul is single-handedly solving India's protein-deficiency problem,' the user said. 'Amul single-handedly solving India's lack of protein. ₹ 50 for 20g of protein is insane pricing,' another user added, highlighting the affordability of its products. 'If Amul does for protein what it did for butter, it could change India's health story,' remarked a user.. However, a user complained: 'These high-protein products of Amul are like concept cars. Everyone can see them on social media but no one knows where to buy it.' 'Amul is on a mission but it is a mission to get all these protein products before they are out of stock,' added another user. Netizens also used AI-generated images of all the products they wish Amul would manufacture with protein. Amid all the buzz around Amul's high-protein range, a few social media users decided to check if it was worth the hype. Based on clinical results, they were impressed. 'We lab test Amul's High Protein Milk to verify their claims! And it came out to be true!' a user said, adding that the 'Protein Revolution is here!' India is grappling with a significant protein deficiency, as numerous surveys reveal the widespread nature of the issue. The 'Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)' by market research firm IMRB found that 73% of urban Indian diets lack sufficient protein, and 9 out of 10 Indians do not meet the recommended protein intake. Although the Indian Council of Medical Research (ICMR) advises a daily intake of 0.8 to 1 gram of protein per kilogram of body weight, the national average is just 0.6 grams. This shortfall is driven by economic limitations, carbohydrate-rich diets, low public awareness, and a predominantly vegetarian food culture that often lacks complete protein sources. First Published: 29 Apr 2025, 03:25 PM IST
Hindustan Times
29-04-2025
- Health
- Hindustan Times
Amul's high-protein push sparks a hilarious meme fest online: ‘Making India stronger - 10g at a time'
Is Amul on a mission to solve India's protein deficiency problem? Over the last few months, the dairy brand has launched a slew of high-protein products – from Amul Protein Lassi to Amul High Protein Kool Coffee – each with 10 grams of protein or more. The products have earned Amul many fans among the fitness community that is always on the lookout for affordable and accessible protein sources. On Saturday, however, Amul's launch of a high-protein kulfi sparked a meme fest on social media. Many consumers were delighted to know they could enjoy a sweet treat while getting a percentage of their daily protein requirement. Others dreamt up all the products where Amul could add protein – with outlandish suggestions ranging from protein cigarettes to protein hair growth serum. Meme makers used AI to imagine products where Amul could add protein. 'Amul is single-handedly making India fitter, leaner, and stronger - 10g at a time! From a protein-deficient nation to a protein-powered future!' read one post on X, imagining high-protein samosas from Amul. 'Amul protein cigarettes' amused smokers and non-smokers alike A petition to launch Amul protein vada pav? People even joked about Amul fixing all of the nation's deficiencies, imagining an Amul hair growth serum for men Jokes about Amul adding protein in everything found their target audience on X India faces a serious protein deficiency problem, with multiple surveys highlighting the scale of the crisis. According to the 'Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)' conducted by leading market research firm IMRB, 73% of urban Indian diets are protein deficient, and 9 out of 10 Indians consume inadequate amounts of protein. Despite the Indian Council of Medical Research (ICMR) recommending a protein intake of 0.8 to 1 gram per kilogram of body weight, the average intake hovers around just 0.6 grams. Economic constraints, carbohydrate-heavy dietary habits, low awareness, and the dominance of vegetarian diets lacking complete proteins all contribute to this deficiency.
