Coca-Cola’s Protein Power Play: How Fairlife Quietly Built a $1 Billion Empire and Won Over Health-Conscious Americans
For over a decade, Coca-Cola has been expanding beyond its flagship soda business, driven by shifting consumer preferences and growing concerns over sugary drinks. One of its biggest success stories in this diversification effort has been Fairlife, a premium dairy brand that has quietly become a billion-dollar powerhouse.
Launched in 2012 as a joint venture with Select Milk Producers, Fairlife introduced a game-changing ultra-filtered milk that removes lactose and sugar while doubling the protein content. The product quickly found a loyal customer base, even as food prices soared and consumer spending tightened. Recognizing its potential, Coca-Cola fully acquired Fairlife in 2020 for $980 million, and by 2022, the brand had crossed $1 billion in sales.
Fairlife’s biggest hit has been Core Power, a protein shake that dominates store shelves with minimal direct competition. The protein shake market in the U.S. is worth $6 billion, and Fairlife’s growing foothold in this space has even outperformed Coca-Cola’s other high-profile acquisition, Costa Coffee, which it purchased in 2018.
Despite this success, soda remains Coca-Cola’s biggest revenue driver, while rival PepsiCo leans heavily on its Frito-Lay snack division for growth. However, Fairlife’s cultural relevance has given it an edge—TikTok users frequently showcase their pre-workout Core Power routines or use Fairlife milk to create healthier iced coffee alternatives.
But Fairlife hasn’t been without controversy. In 2022, the brand and Coca-Cola settled a $21 million class-action lawsuit following allegations of inhumane treatment of cows at a supplier’s farm. The lawsuit claimed that consumers were misled into paying a premium for Fairlife’s promise of ethically treated animals.
Even with this setback, Fairlife has solidified its place as one of Coca-Cola’s most successful non-soda ventures—an investment that not only reshaped the dairy industry but also proved that a soda giant can dominate in protein, too.
The Whole Truth Raises $15M to Disrupt India’s $40B Packaged Food Industry—Here’s How Shashank Mehta Is Leading the Charge
India’s leading clean-label food brand, The Whole Truth (TWT), has raised $15 million in a Series C round, led by Sofina, with continued backing from its existing investors Z47, Peak XV Partners, and Sauce.VC. The brand, known for its radical transparency in food labeling, has also received support from high-profile angel investors like Nithin Kamath (Zerodha), Sriharsha Majety (Swiggy), and Jaydeep Burman (Rebel Foods) in earlier rounds.
This fresh funding will help TWT scale up its in-house manufacturing, expand its team, and diversify its product range, all while staying true to its core mission—bringing honesty and integrity back to packaged food.
The Whole Truth wasn’t born in a corporate boardroom—it came from a deeply personal journey. Founder Shashank Mehta, a former Unilever marketer, battled obesity for years before realizing that so-called “healthy” packaged foods were loaded with hidden sugars and chemicals. That revelation led him to build TWT—a brand that refuses to cut corners, mislead consumers, or compromise on ingredients.
Driving the brand’s innovation and product development is Rachna Aggarwal, a bakery chef and chocolatier with over 15 years of experience. The team also includes Entrepreneurs-in-Residence (EiRs) from diverse industries, all united by a single mission: to challenge the status quo of India’s $40 billion packaged food industry.
Taking Clean-Label Foods to the Next Level
TWT isn’t just another protein bar company—it’s actively changing the way Indians think about food. Its latest launch, 100% Clean, Super-Light Protein Powders, is breaking barriers by catering to women, teenagers, and older adults, groups that have traditionally been ignored in the fitness and nutrition space. Alongside its popular Protein Bars, Peanut Butters, and Dark Chocolates, TWT is redefining what clean eating looks like in India.
Early investors like Z47 saw TWT’s potential long before it became a household name. The brand has grown 3.5X since its last funding round, proving that Indian consumers are ready for a shift toward clean-label nutrition.
Vikram Vaidyanathan, Managing Director at Z47, explains:
“Shashank and his team aren’t just building a food brand—they’re leading a movement. Their rapid growth proves that consumers are hungry for transparency, and we at Z47 are excited to deepen our commitment to their journey.”
Meanwhile, global investor Sofina sees TWT as a long-term bet.
Yana Kachurina, Principal at Sofina, adds:
“We invest in companies that create lasting impact, and TWT’s mission to bring trust back to food aligns perfectly with our values. We’re excited to partner with them in reshaping India’s food industry.”
The Future of The Whole Truth
With in-house R&D, proprietary manufacturing, and a commitment to exposing industry gimmicks, TWT is gearing up to take clean-label foods mainstream.
As the brand scales, one thing is clear: this isn’t just a company—it’s a movement. And with investors, consumers, and industry experts rallying behind it, The Whole Truth is just getting started.
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From Customized Cocktail Experiences to Industry Disruption: How Happy High Is Redefining India’s Drinking Culture in a ₹5 Lakh Crore Industry
In India’s rapidly evolving beverage industry, The Happy High has positioned itself as a key player in wine and spirits education, bar consulting, and cocktail innovation. Founded by Ajit Balgi, the company has established itself as a trusted name, helping hospitality businesses refine their beverage programs while also educating consumers and professionals alike.
A Pioneer in Beverage Education
At its core, The Happy High is an education-driven company. Recognizing the lack of structured wine and spirits education in India, Ajit Balgi set out to bridge this gap by offering specialized training programs. The company provides certifications, workshops, and tasting sessions designed to enhance knowledge about wines, spirits, and mixology. These programs cater to industry professionals, hospitality businesses, and even enthusiasts who want to deepen their understanding of alcoholic beverages.
The Happy High’s approach to education is not just about theory—it emphasizes practical knowledge that helps bartenders, sommeliers, and hospitality professionals develop a nuanced appreciation of global beverage trends while also understanding local drinking habits. This hands-on approach has made The Happy High a sought-after training partner for top hotels, bars, and restaurants across India.
Revolutionizing India’s Bar Consulting Scene
Beyond education, The Happy High is also a leader in bar consulting, helping businesses elevate their beverage programs. Whether it’s curating innovative cocktail menus, training staff, or introducing unique international and indigenous ingredients, the company brings deep expertise to every project.
One of the standout aspects of The Happy High’s consulting work is its emphasis on local flavors and indigenous spirits. As India’s bar culture matures, more establishments are looking to blend international cocktail trends with homegrown ingredients. The Happy High has been at the forefront of this movement, incorporating regional flavors such as Mahua, Feni, and local agave spirits into contemporary cocktails. This fusion of tradition and modernity is what sets its consulting work apart.
Spotting and Shaping 2025’s Beverage Trends
With 2025 on the horizon, The Happy High is keeping a close eye on industry trends and playing an active role in shaping them. Some key insights from their work include:
1. The Continued Rise of Tequila
Tequila has gained immense popularity in India’s metro cities, and this trend is expected to spread to tier-2 and tier-3 cities. With more brands entering the Indian market and consumers becoming more experimental, tequila-based cocktails will become even more mainstream.
2. The Resurgence of Rum
While India has long loved its dark rums, the rise of premium and craft rums is shifting the narrative. The Happy High predicts a surge in rum-based cocktails, with bartenders moving beyond classic dark rums to explore white and aged rums in sophisticated drinks.
3. Indigenous Spirits Going Mainstream
India has a rich history of indigenous spirits, but they have often been overlooked in premium cocktail culture. This is changing, with Mahua, Feni, and Indian agave spirits making their way into high-end bars. The Happy High has been a strong advocate for these drinks, ensuring they find a place on modern cocktail menus.
4. High-Tech Mixology
The future of cocktails is as much about science as it is about flavor. Techniques such as fat-washing, milk-washing, and the use of rotary evaporators (RotoVaps) are becoming more common in India’s top bars. These methods, once exclusive to high-end Western bars, are now making their way into Indian mixology. The Happy High has played a key role in bringing these innovations to Indian bartenders through its training programs.
5. Ayurveda and Indian Botanicals in Cocktails
Indian herbs and botanicals are finally getting the recognition they deserve in mixology. Many high-end bars, inspired by The Happy High’s consulting projects, are now using traditional Indian ingredients like tulsi, ashwagandha, saffron, and Indian sarsaparilla in their cocktails. This fusion of Ayurveda and mixology not only makes drinks more unique but also adds a wellness angle to alcohol consumption.
As Indian bars gain global recognition, The Happy High is working to put Indian mixology on the world map. Many of their consulting projects focus on telling a uniquely Indian story through cocktails. For example, their recent menu for ITC Grand Chola in Chennai was inspired by regional Tamil Nadu drinks, incorporating local ingredients like almond gum (Pisin) and Indian sarsaparilla (Anantmool). By using these indigenous ingredients in cocktails, The Happy High ensures that travelers and locals alike experience a taste of India’s rich beverage heritage.
The Happy High is not just following industry trends—it is creating them. By blending education, consulting, and a deep appreciation for both global and indigenous flavors, the company is setting new benchmarks in India’s beverage industry.
As India’s cocktail culture grows, The Happy High will continue to play a crucial role in educating professionals, guiding businesses, and helping India’s bars stand out on the global stage. Whether it’s through cutting-edge mixology techniques, reviving forgotten Indian spirits, or crafting trendsetting cocktail menus, The Happy High is shaping the future of Indian drinking culture—one cocktail at a time.
Dogsee Chew Secures $8M in Series B Round Led by Ektha.com, Aims to Dominate $100B Global Pet Treat Market
Dogsee Chew Secures $8 Million in Series B Funding to Expand Global Presence
Bengaluru-based pet treat brand Dogsee Chew has raised $8 million in a Series B funding round led by Ektha.com, with participation from Shivanssh Holdings, Poddar Family Office, and existing investors. This latest investment brings the company’s total funding to $22 million, reinforcing its position as a leader in the natural pet treat industry.
Fueling Expansion & Innovation
With this fresh capital, Dogsee plans to expand manufacturing capacity by upgrading its current factories and setting up a new facility. The company is also gearing up to strengthen its Amazon Global Selling strategy, with a strong focus on growth in the US and Canada in 2025.
Founded in 2015, Dogsee Chew has carved a niche in the pet food industry by offering 100% vegetarian, natural, protein-rich dog treats, specializing in Himalayan yak chews. As pet owners increasingly seek healthier, more sustainable alternatives for their furry companions, Dogsee has emerged as a go-to brand for premium pet treats.
Chasing Global Leadership in Himalayan Chews
Dogsee Chew’s co-founders, Sneh Sharma and Bhupendra Khanal, have a bold vision: to make the company the world’s largest manufacturer of Himalayan yak chews while keeping up with the surging demand for high-quality pet treats.
Commenting on the funding, Sreenivasa Musani Reddy of Ektha.com emphasized Dogsee’s strong commitment to quality and sustainability, positioning it as a game-changer in the pet food industry.
With a rapidly expanding global footprint and an increasing focus on e-commerce, Dogsee Chew is on track to redefine the pet treat market while staying true to its mission of providing pets with nutritious and natural snacks.
Namita Thapar Bets Big on Go Zero: ₹5 Cr Sales in Off-Season, ₹100 Cr ARR in Sight—Is This India’s Next Ice Cream Empire?
Namita Thapar, the well-known entrepreneur and Shark Tank India judge, recently took to Instagram to share her enthusiasm for a booming ice cream startup. In her post, she highlighted how the brand, founded by Kiran Shah of Go Zero, is disrupting the ice cream industry with its zero-sugar, low-calorie offerings.
According to Thapar, the startup has already achieved an impressive ₹5 crore in sales in January—despite it being the off-season for ice cream. This strong performance puts the company on track to achieve an annual recurring revenue (ARR) of ₹100 crore. The ice cream brand has gained a loyal following, including Thapar herself, who revealed that Go Zero’s products are a daily staple in her freezer.
Though she wasn’t present during the pitch on Shark Tank, Thapar had been following the brand closely and decided to personally invest in it. She reached out to her friend and ace investor, Abhijeet Vaidya, to collaborate on what she calls a “sweet deal.” She praised Kiran Shah for his deep industry knowledge, intellect, and drive—qualities that make him a unique and endearing entrepreneur.
The investment meeting took place in Pune, where Shah personally delivered ice cream to Thapar. She shared that her absolute favorite flavors are Raspberry and Mango Duets, which bring back childhood nostalgia for her.
Beyond the business aspect, Thapar’s post took a personal turn when she mentioned that while people she trusted have often let her down, ice cream has always been a comforting constant in her life. She humorously acknowledged its role in stress relief and emotional eating, reinforcing the universal love for ice cream.
With Go Zero rapidly gaining traction, Thapar’s endorsement adds a powerful vote of confidence to the brand’s future in India’s competitive ice cream market.
Fukra Insaan & Triggered Insaan’s Fokus Set to Shake Up India’s ₹30,000 Crore Beverage Industry – Here’s What to Expect
Popular YouTubers Fukra Insaan (Abhishek Malhan) and Triggered Insaan (Nischay Malhan) are stepping into the beverage industry with their latest venture—Fokus, a hydration drink set to launch in February 2025. Known for their entertaining and engaging content, the Malhan brothers are now channeling their creativity into crafting a line of fruit-flavored drinks designed to keep people refreshed and energized.
Fokus will be available in stores across India and will feature flavors like Mango Pineapple, Kiwi Lemon, and Watermelon Strawberry. What sets these drinks apart is their use of natural ingredients like coconut water and ginseng, which are known for their hydrating and revitalizing properties. Whether you’re hitting the gym, pulling an all-nighter, or just looking for a refreshing pick-me-up, Fokus aims to be your go-to hydration solution.
The brand is backed by a strong management team, with Mayank Mishra overseeing Fukra Insaan’s operations and Ankit Madaan handling Triggered Insaan’s side of things. This structured approach ensures that the business is in good hands, allowing the Malhan brothers to focus on both content creation and building their new brand.
For fans who have followed their journey from YouTube stardom to entrepreneurial success, this move is both exciting and inspiring. It’s not every day that content creators take a leap into the FMCG space, and seeing two of India’s most loved YouTubers do it is a testament to their versatility and business acumen. With a strong fanbase, unique flavors, and a promise of quality ingredients, Fokus is shaping up to be an interesting addition to the hydration drink market.
John Abraham-Backed NOTO Ice Cream Raises ₹15 Crore to Disrupt India’s ₹228.6 Billion Ice Cream Market
NOTO Ice Cream raised ₹15 crore in funding led by Inflection Point Ventures, with support from JITO and Lets Venture.
The fresh capital will fuel NOTO’s expansion across Tier 1 and Tier 2 cities, support new product launches for the summer, and strengthen marketing efforts on food-tech and quick-commerce platforms. The funds will also go toward infrastructure upgrades and brand-building initiatives to accelerate the company’s growth.
Revolutionizing the Ice Cream Industry
Launched in 2019, NOTO Ice Cream has carved a niche for itself by offering low-calorie, low-sugar ice creams that don’t compromise on flavor. Backed by Bollywood star John Abraham, along with Rannvijay Singha and Kunal Bahl, NOTO has become a go-to brand for health-conscious consumers who still want to indulge.
Co-founded by Varun Sheth—a seasoned chef and entrepreneur—and Ashni Shah, a creative strategist with expertise in design and marketing, NOTO is driven by a mission to make desserts both delicious and guilt-free. Varun previously founded 1Tablespoon, a Mumbai-based brand known for introducing sourdough pizzas, while Ashni has built a career blending creativity with business strategy.
Investors Bet on NOTO’s Market Potential
Vinay Bansal, Co-Founder of Inflection Point Ventures, sees NOTO as a category disruptor.
“Finding desserts that are both tasty and healthy is a challenge for many consumers. Most options either lack flavor or fail on the nutrition front. NOTO is changing that with its unique offerings that strike the perfect balance. We believe in their vision and scalability, which is why we’re backing them in this next phase of growth.”
NOTO currently operates in Mumbai, Delhi, Bangalore, Hyderabad, Chennai, and Pune, with aggressive expansion plans for cities like Ahmedabad, Kolkata, and Lucknow. The brand is widely available on platforms like Swiggy, Zomato, Zepto, Blinkit, Instamart, and Flipkart, making it easily accessible to a growing customer base.
With its tagline “Eating, Not Cheating,” NOTO has built a loyal following. The company’s innovative approach to ice cream—focusing on premium ingredients and reduced sugar content—has positioned it as a leading player in the better-for-you dessert category.
Amazon Joins the 10-Minute Delivery War: Amazon Now Takes on Blinkit, Zepto, and Flipkart in India’s $4.35 Billion Quick Commerce Race
Amazon India has quietly started piloting its 10-minute delivery service, Amazon Now, in select Bengaluru neighborhoods, signaling its entry into India’s booming quick commerce battle. The service, currently focused on groceries and everyday essentials, is expected to expand into beauty, home, and kitchen products in the coming months.
Initially rumored to launch under the name “Tez,” Amazon Now is Amazon’s answer to the growing demand for ultra-fast deliveries, a sector dominated by players like Blinkit, Zepto, and Swiggy Instamart. While Amazon Fresh already offers two-hour deliveries for groceries and fresh produce, this new initiative aims to shrink that timeframe dramatically.
Amazon isn’t alone in ramping up its quick commerce ambitions. Flipkart launched its own instant delivery service, Flipkart Minutes, last August to compete with emerging rapid-delivery startups. Meanwhile, Myntra has been testing M-Now in Bengaluru since November, and Nykaa rolled out a pilot for 10-minute deliveries in Mumbai last October.
India’s quick commerce sector is on an aggressive growth trajectory, projected to hit $3.49 billion by 2025 and expand at a CAGR of over 4.5%, reaching $4.35 billion by 2030, according to Mordor Intelligence. With Amazon Now entering the race, competition is about to get even fiercer.
Amitabh Bachchan Joins KRBL’s India Gate: How the ₹8,000 Crore Basmati Giant is Strengthening Its Brand Power
KRBL Ltd. has signed Bollywood legend Amitabh Bachchan as the face of its iconic ‘India Gate’ basmati rice, marking a major push to solidify its brand leadership in the global basmati market.
Announcing the partnership, KRBL emphasized that Bachchan’s association with India Gate is more than just an endorsement—it’s a celebration of tradition, quality, and trust that the brand has built over the decades. Ayush Gupta, India Business Head at KRBL, expressed excitement over the collaboration, calling it a “perfect match” between Bachchan’s enduring legacy and the company’s rich heritage.
“For generations, India Gate has been a staple in Indian households, and there’s no one better than Amitabh Bachchan to represent the values of authenticity and excellence that our brand stands for,” Gupta said. The company sees this as an opportunity to deepen consumer engagement and bring its story to a wider audience, both in India and across the world.
Bachchan, whose larger-than-life persona has made him a household name for decades, echoed the sentiment. “India Gate basmati rice is not just a product; it’s an integral part of Indian kitchens, woven into countless family meals and traditions,” he said.
KRBL, a publicly traded company, is a dominant force in the global basmati rice industry and continues to expand its portfolio of consumer food products. With Bachchan as its brand ambassador, the company is poised to strengthen its connection with consumers and reinforce its market leadership.
Adani Wilmar’s ₹1,300 Crore Food Processing Plant Kicks Off in Haryana, Eyes 6.27 Lakh Tonne Annual Output
Adani Wilmar Ltd has officially launched its massive food processing plant in Gohana, Sonepat, Haryana, following an investment of nearly ₹1,300 crore. The company, known for its Fortune brand, confirmed the commencement of operations in a regulatory filing on Thursday.
Spread across 85 acres, this state-of-the-art facility is among the largest in India’s food processing sector. Built using ₹1,298 crore from the company’s IPO proceeds, the plant is expected to generate around 2,000 direct and indirect jobs in the region.
The facility boasts an impressive annual production capacity of 6.27 lakh tonnes, with 4.5 lakh tonnes dedicated to food products such as wheat flour, maida, suji, rawa, and rice, while another 2 lakh tonnes will be allocated to edible oils, including mustard oil, rice bran oil, and cottonseed oil. Additionally, the plant will produce Mustard DOC and Ricebran DOC for animal feed.
This development comes shortly after the Adani Group announced its decision to step away from Adani Wilmar, marking a significant shift in the business landscape for the company behind some of India’s most well-known cooking oil and food brands.
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