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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
Time of India
29-04-2025
- Health
- Time of India
'Amul paani mein protein mila chuka hai': Netizen's roast Amul for launching 10g protein kulfi and lassi: Check hilarious memes
Is Amul trying to fix India's protein deficiency? Over the past few months, the dairy giant has rolled out a string of high-protein products, including Amul Protein Lassi and Amul High Protein Kool Coffee , each delivering at least 10 grams of protein per serving. #Pahalgam Terrorist Attack India stares at a 'water bomb' threat as it freezes Indus Treaty India readies short, mid & long-term Indus River plans Shehbaz Sharif calls India's stand "worn-out narrative" The move has resonated strongly with India's growing fitness community, which often struggles to find affordable, protein-rich foods. Products that combine accessibility with nutritional value are in high demand, and Amul seems keen to fill that gap. High-protein kulfi sparks meme storm On Saturday, Amul launched its latest addition: a high-protein kulfi. This sweet yet nutritious treat immediately triggered a meme fest across social media, particularly on platform X (formerly Twitter). 5 5 Next Stay Playback speed 1x Normal Back 0.25x 0.5x 1x Normal 1.5x 2x 5 5 / Skip Ads by by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Ready to Live in 2, 3 & 4 BHK from ₹3.60 Cr* in Sec 22 Ambience Creacions, Gurugram Learn More Undo Some users expressed genuine delight at being able to meet part of their daily protein needs through dessert. Others took a more humorous approach, imagining a world where Amul infused everything with protein. One viral post read, "Amul is single-handedly making India fitter, leaner, and stronger - 10g at a time! From a protein-deficient nation to a protein-powered future!" Live Events — sahilypatel (@sahilypatel) AI-generated images flooded timelines, showing fictional Amul products like protein samosas, protein cigarettes, and even protein hair growth serums. The idea of 'Amul protein cigarettes' amused smokers and non-smokers alike. — prinkalmishraa (@prinkalmishraa) — cards_wizard (@cards_wizard) — Avdhoot_7 (@Avdhoot_7) — Lawyerwhosquats (@Lawyerwhosquats) — Publisethi (@Publisethi) — Harsh_humour (@Harsh_humour) Not stopping there, some users mock-petitioned Amul to introduce a protein vada pav. The jokes captured attention, but they also hinted at how seriously the brand's recent moves have entered public conversation. India's deep protein deficiency Beneath the social media laughter, a serious problem persists. India faces one of the highest rates of protein deficiency in the world. According to the 'Protein Consumption in Diet of Adult Indians: A General Consumer Survey (PRODIGY)' conducted by market research firm IMRB, around 73% of urban Indian diets are protein deficient. The survey further noted that 9 out of 10 Indians do not meet their daily recommended protein intake. The Indian Council of Medical Research (ICMR) advises consuming between 0.8 and 1 gram of protein per kilogram of body weight. However, the average Indian's intake remains stuck at around 0.6 grams. A mix of factors contributes to this shortfall. Economic constraints make quality protein sources less accessible for many. Traditional diets, often rich in carbohydrates but poor in protein, exacerbate the issue. Moreover, the dominance of vegetarianism in India means that many people miss out on complete protein profiles without proper dietary planning. A brand's play in a national health challenge While the jokes fly, Amul's efforts mark a notable shift in addressing India's protein gap. By expanding its portfolio with products that cater to fitness needs and nutritional goals, the company appears to be stepping into a role that blends commercial opportunity with public health relevance. Amul's new offerings may only be a small piece of the puzzle, but they signal growing awareness — among brands and consumers alike — that India's future health may well depend on fixing its protein crisis, one gram at a time.
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.
