KMF to enter protein powder market with new whey-based products aimed at youth

In a strategic move to expand its product portfolio and cater to health-conscious consumers, the Karnataka Milk Federation (KMF) is all set to launch a range of whey protein-based products. Known for its commitment to quality, KMF plans to introduce these offerings without compromising on nutritional standards, aiming to compete with the growing number of private brands in the fitness and wellness segment.

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Recognizing the increasing demand for health supplements, especially among the younger generation and fitness enthusiasts, KMF’s management has chalked out a market-focused plan. The new products will include whey protein drinks with different flavors, specifically targeting gym-goers, people aiming for weight loss, and those seeking high-protein diets.

KMF has already formed a special committee to study market trends and youth preferences. Based on these findings, it aims to roll out not just protein drinks, but a broader range of products built around health, taste, and affordability. The organization is also looking to leverage its brand trust as a state-backed dairy major, highlighting the quality and local pride associated with KMF.

This move will see whey-based products join the existing lineup of staples like milk, ghee, and dosa batter. The initiative is being seen as a direct challenge to private players who currently dominate the protein supplement market. With the backing of its wide distribution network and brand loyalty, KMF is confident of creating a strong presence in this emerging segment.

The launch is expected in the coming weeks, positioning KMF not only as a dairy leader but also as a wellness-oriented brand for modern consumers.