MuscleBlaze and Keventers launch protein milkshakes with up to 30g protein
Sports-nutrition brand MuscleBlaze has partnered with Keventers to introduce protein milkshakes, bringing higher-protein beverages into Keventers’ network of more than 200 stores across India.
What happened
MuscleBlaze and Keventers have launched protein milkshakes offering up to 30g protein, combining sports nutrition with Keventers’ mass-market beverage network.
Key facts
- Up to 30g protein per shake
- Keventers has over 200 stores across India
- MuscleBlaze has operated for more than a decade
- Product development took approximately two months, including around one month of core development
Why this matters
The tie-up shows how established foodservice chains can partner with specialist nutrition brands to rapidly add functional-product credibility and reach.
What to watch
- Same-store sales mix and repeat-purchase rates for protein shakes after the launch period.
- Whether the products are rolled out chain-wide or remain concentrated in metro and premium catchments.
- Evidence of new flavors, menu permanence, combo placement or loyalty incentives.
- Competitive launches from café chains, dairy brands, QSR players and direct-to-consumer nutrition brands.
- Consumer response to protein claims, taste, calorie content and price per gram of protein.
- MuscleBlaze distribution expansion into ready-to-drink, convenience and modern-trade channels.
- Launch co-branded limited-edition flavors and seasonal variants to sustain novelty.
- Bundle shakes with Keventers desserts or breakfast products while offering a high-protein meal-combo option.
- Use QR-led sampling, loyalty rewards and gym/influencer activations to convert first-time buyers into repeat customers.
- Expand into ready-to-drink retail packs, delivery platforms and corporate or college channels if in-store velocity is proven.
- Test price ladders across 15g, 20g and 30g protein offerings to broaden addressable demand.