Eggoz launches Protein Plus Eggs to bring protein into daily meals

Eggoz moved protein out of the powder aisle and into a carton of eggs, launching Protein Plus Eggs as a fresh-format play for shoppers who want a familiar food with a stronger nutritional pitch. Each egg delivers 7 grams of protein, and the company said two eggs can contribute meaningfully to a healthy adult’s daily intake. A 10-egg pack, Eggoz said, provides nearly 70 grams of protein.

The rollout started in Delhi NCR and Bengaluru, with availability also planned in Hyderabad, Chennai, Mumbai, Pune and Lucknow. Eggoz said it would push the product through quick-commerce platforms, fitness-led digital campaigns, influencer collaborations, gym activations and nutrition-awareness initiatives, a sign that the brand sees this as more than a standard grocery launch. It is trying to make eggs feel like an everyday protein upgrade, not a specialist sports-nutrition product.

That pitch fits a wider shift in India, where fitness, recovery and preventive wellness are increasingly shaping how consumers shop. Eggoz has said there is still limited awareness around nutritional quality within the egg category, and Abhishek Negi, co-founder and chief executive of Eggoz, framed Protein Plus as a “smarter everyday upgrade” for people already relying on eggs in their diets. The company also pointed to the Indian Council of Medical Research’s 2024 guidance that healthy adults need about 0.83 grams of protein per kilogram of body weight per day, using that benchmark to argue that protein can be built into routine meals rather than added through supplements.

Eggoz also leaned on size and positioning to separate the product from ordinary eggs. One launch report described Protein Plus as 60g eggs, larger than the standard 40g to 50g category average, which strengthens the premium story at a glance. For retailers, that creates a differentiated SKU that can speak to wellness-minded shoppers without requiring much category education.

The launch also extends Eggoz’s broader clean-label, traceable portfolio, which already includes white eggs, brown eggs, free-range eggs and Nutra Plus eggs. The company says its eggs undergo 11 safety checks, and that claim helps reinforce the brand’s attempt to sell trust along with protein. In a crowded grocery market, Protein Plus Eggs are less about inventing a new food than about making protein feel ordinary enough to belong in breakfast, lunch and dinner.