'High Protein' Category: Swiggy's New Feature Sparks Millions Of Searches
Swiggy, the Indian online food ordering and delivery company, has launched a new ‘High Protein’ category on its platform to help customers make healthier food choices.
The food delivery platform’s new initiative has purportedly seen high searches online as the company claimed that over 1.8 million users explored the feature during its pilot phase. The interest in ordering protein-rich food suggests increased demand for mindful eating across metros and beyond, the food delivery firm said in a statement on Wednesday.
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The feature is currently available in 30 cities, including Mumbai, Delhi, and Bengaluru, presenting over 5 lakh protein-rich dishes from more than 35,000 restaurants. The pilot feature will make it easier for users to choose balanced, protein-dense meals, realizing that the dish they order meets certain nutritional standards.
Each dish listed under the High Protein category meets a defined nutritional standards, with a minimum of 15 grams of protein per serving, dish Kcal value to be less than or equal to 700 kcal, and a Protein Kcal to overall Kcal ratio of at least 10%. The protine benchmark ensures users discover dishes that are protein-rich and balanced and suitable for regular consumption.
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Speaking about the new feature, Deepak Maloo, Swiggy’s vice president, said that proteins are an essential part of our daily intake. He said with the launch of the new category, the company aims to make high-protein dishes more accessible to our users, in turn enabling better health and well-being.
“As food preferences evolve, we, at Swiggy, are committed to not just reflecting those shifts but shaping them by helping people discover what’s good for them, and still delicious,” Deepak said.
The feature is expected to make discovery intuitive and seamless, as users can simply search for words like “Protein” or “Diet” on the Swiggy app to discover the items in the category. The dishes are further categorized based on their protein content (in grams), enabling users to select the option according to their dietary preferences.
In addition, the users will have the option to filter dishes based on the source of protein and the restaurant they want to buy them from. As people lean more towards healthy food in the context of a hike in lifestyle-related diseases, Swiggy’s initiative is perceived to be ideal.
