MuscleBlaze and Keventers have partnered to introduce protein milkshakes offering up to 30g of protein per shake, aiming to make protein more approachable as part of everyday nutrition.
As protein consumption expands beyond traditional fitness, MuscleBlaze and Keventers have partnered to introduce a range of protein milkshakes designed to bring protein into a familiar everyday food and beverage occasion.The collaboration combines Keventers’ experience in milkshakes and indulgent flavours with MuscleBlaze’s presence in sports and fitness nutrition.The resulting range offers consumers up to 30g of protein in each shake.Protein meets familiar flavoursKeventers, which has over 200 stores across India, has built its presence around milkshakes and beverages, while MuscleBlaze has spent more than a decade operating in the sports and fitness nutrition category.The partnership was developed in response to changing consumer preferences around nutrition and convenience. As more consumers look for practical ways to add protein to their regular diets, the brands identified an opportunity to combine nutritional value with the taste and experience associated with a familiar milkshake.The product development process took approximately two months, including around one month of core product development, said the company.Making protein more approachableThe collaboration is also aimed at making protein more approachable for consumers who may not regularly purchase sports nutrition products or follow structured fitness routines.Krishank Atrey, Head of Marketing, Keventers said, “We wanted to make protein feel less like a specialised fitness product and more like something people can simply enjoy.The collaboration gives consumers another reason to choose a protein-rich option without having to change the way they enjoy their favourite flavours, he said.Cricketer Arshdeep Singh was present at launch event.Kaustuv Paliwal, Senior Vice President, Bright LifeCare said Keventers gives an opportunity to take protein into a high-frequency, everyday food occasion and make it available in a setting consumers already know and enjoy.The partnership is about expanding the opportunity for people to discover protein as part of their regular diet, he added.Protein consumption moves beyond fitnessThe collaboration reflects the broader evolution of protein consumption in India, as consumers increasingly look at protein as part of everyday nutrition rather than a nutrient associated only with bodybuilding or intensive fitness routines. Food and beverage destinations such as cafés and restaurants can provide additional touchpoints for consumers to discover and incorporate protein into their daily diets.Published on August 27, 2026
