A five-gram vegetarian slice joins the menu, but red meat stays off the table.
McDonald’s is tapping into India’s growing appetite for protein-but with a plant-based twist. The fast-food giant has launched a new vegetarian protein slice across its outlets in South and West India, aiming to serve a demographic long underserved in the country’s protein conversation.
The “Protein Plus” slice, made from pea and soy protein, offers five grams of protein per serving. Resembling a slice of orange cheddar, it also contains gluten and refined soy oil-importantly, it’s fully vegetarian.
According to market research firm Mordor Intelligence, India’s protein market is valued at $1.52 billion in 2025 and is projected to grow to $2.08 billion by 2030. From snack bars to dairy drinks, protein is becoming a key consumer demand-and McDonald’s wants in.
The choice to go vegetarian is telling. In India, where protein sources have sparked debate between plant-based and meat-based options, this move addresses a major gap. As early as 2022, experts like Shashank Mehta of The Whole Truth noted that Indian vegetarians often struggle to meet daily protein needs.
At just ₹25, the new slice offers an easy upgrade-no change in meal choice, just a small nutritional lift.
So why no meat-based alternative? Processed cold cuts like ham and salami are niche in India and could alienate vegetarian customers. Whole meat formats like patties still dominate preferences.
In the end, McDonald’s isn’t just selling a new slice—it’s placing a strategic bet. Vegetarians need the protein boost more, and they may finally be ready to pay for it.
