Whey shock: The Whole Truth, Yoga Bar, Muscleblaze hike prices 10-25% as imported whey nearly quadruples
Whey concentrate has jumped from ₹700/kg in FY24 to ₹2,700/kg, and isolate from ₹800 to ₹3,600/kg, on a global supply crunch amplified by GLP-1 demand and geopolitical disruption. With 90% of whey imported and accounting for over 90% of COGS, Indian protein brands are passing through 10-25% price hikes; per-scoop pricing could move from ₹80 to ₹140-150.
Indian protein-food brands like The Whole Truth, Yoga Bar and Muscleblaze are raising prices 10-25% as imported whey costs nearly quadrupled since FY24, driven by global supply crunch, GLP-1 demand and geopolitical disruption, squeezing margins.
Why this matters
Follows the broader 4X whey price surge squeezing India's protein category, with The Whole Truth, Yoga Bar and MuscleBlaze among the first to publicly pass through 10-40% hikes to consumers.
Retail-brand signals steady at 429 over the last 90 days, with input-cost pass-through emerging as a key sub-theme.
Also reported by
- ET Small Business — 10h after first sighting