HRX expands into India’s nutrition market with launch of plant-based oat milk protein shakes

INDIA – HRX, a fitness and lifestyle brand, has launched plant-based oat milk protein shakes, expanding into the nutrition sector.

Using oat milk as its base, this plant-powered shake delivers 25g of protein per 200ml serving, making it a clean and effective option for daily protein intake. It contains no processed sugar, making it an ideal choice for those seeking a natural, nutritious boost.

HRX’s oat milk protein shake is a 100 per cent dairy-free and lactose-free beverage, specially crafted for today’s health-conscious and active individuals.

Additionally, the shake offers solid nutritional value per 100ml: 12.52g of protein (25.04% of the Recommended Dietary Allowance), 120mg of calcium (12% RDA), 415mg of sodium (20.75% RDA), and 114.54 kcal of energy.

In a move to reduce plastic use and enhance nutrient preservation, the product is being launched in glass packaging, reinforcing HRX’s emphasis on sustainability and premium health solutions.

The product is now available across major platforms, including Swiggy and Zomato, through Curefoods partner cloud kitchens, as well as on Amazon, Swiggy Instamart, and HRX’s own online and offline retail channels nationwide.

Ankit Nagori, Founder, Curefoods, said, “The HRX Protein Shake reflects our commitment to creating convenient, clean-label nutrition that fits today’s active lifestyles. With 25g of plant-based protein and no processed sugar, it offers a practical and wholesome option for those looking to refuel on the go. It’s a product born from the growing demand for accessible, dairy-free, and performance-driven nutrition.”

Plant-based milk market set to reach US$7.3B by 2032

According to Allied Market Research, the global plant-based milk market is poised for significant growth, projected to reach US$7.3 billion by 2032, driven by increasing consumer demand for healthier and more sustainable dairy alternatives.

This surge is fueled by growing awareness of health benefits, environmental concerns, and ethical considerations surrounding traditional dairy production.

Plant-based milk, derived from sources such as almonds, soy, oats, and coconuts, has become a popular choice for consumers with lactose intolerance, dairy allergies, or those adopting vegan and vegetarian lifestyles. 

The versatility of these products, used in everything from coffee to cooking, has broadened their appeal. 

“Consumers are increasingly seeking alternatives that align with their health and ethical values,” said a spokesperson from Oatly, a leading plant-based milk producer. 

North America led the market in 2022, accounting for a significant share due to heightened awareness of plant-based diets’ benefits, including lower calorie and cholesterol content. 

Despite the promising outlook, challenges persist. 

The nutritional profile of plant-based milk can vary, with some products lacking the calcium and vitamin D naturally found in dairy. 

While fortification addresses this, bioavailability remains a concern. Additionally, rising production costs and fluctuating prices of raw materials like almonds and soybeans could hinder growth. 

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