From Cravings to Creatine: Swiggy’s New Menu Is All About the Muscle

 

Swiggy is transforming India's food delivery scene with its recently introduced 'High Protein' category, responding to the country's increasing desire for healthier meal options and nutritional transparency.

 

Why the High Protein Push?

 

As awareness of protein's importance in daily nutrition increases, Swiggy seeks to assist millions in closing India's widely reported protein gap. According to surveys, more than two out of three Indian homes do not consume the recommended daily protein intake, particularly in semi-arid areas. Swiggy's new feature captures this trend, enabling health-conscious consumers to find, choose, and order high-protein food without having to sift through long menus or labels.

 

What's on the Menu?

 

The High Protein category, available live in 30 cities such as Mumbai, Delhi, Bengaluru, Hyderabad, and Chennai, provides over 5 lakh options from more than 35,000 restaurant partners. Every dish meets rigorous nutritional standards: a minimum of 15 grams of protein per serving, less than 700 kilocalories, and at least a 10% protein-to-calorie ratio. This makes the dishes not just high in protein but well-balanced for everyday consumption.

 

Customers can type in generic keywords such as "protein" or "diet" to reach the category, filter dishes based on protein content or source (e.g., paneer or soya), and easily see protein-rich options at the top of restaurant menus. The user-friendly design aims to make conscious, nutrient-rich decisions easy for every customer.

 

Adoption & Impact

 

Over 1.8 million customers engaged with high protein options during the pilot, with the strongest demand being in metros such as Bangalore and Mumbai but also strong traction being seen in cities such as Chandigarh. This step aligns with wider mindful eating patterns and comes after Swiggy campaigns such as low-cost and student-oriented meal initiatives, with the platform further increasing its reach and healthy menu partnerships.

 

By leading the way for affordable nutrition at scale, Swiggy is creating a new benchmark in India's food tech industry, where taste, convenience, and wellness increasingly come together.

 

Sources: afaqs!, Fortune India, Business Standard, Adgully