The Crux

From ice cream to protein, why Heritage Foods wants to bet on macros

Shivani Verma

October 31, 2025 | 7 Min Read

Rather than building its own protein line, 33-year-old dairy company Heritage Foods is buying one. Get-A-Way’s acquisition signals where it sees its next scoop of growth—an indulgent ice cream with protein on top. Will the bet pay off?

The humble milk has had a bit of a rebranding. Once considered wholesome, now, it’s all about protein.

And even India’s legacy dairies are buying into that shift.

Earlier this week, Hyderabad-based Heritage Foods acquired a 51% stake in Get-A-Way, a high-protein, no-added-sugar ice cream and dessert brand. The remaining 49% will stay with the original promoters, with Heritage holding an option to purchase another 20% after March 2026.

Read this article for free

In addition, access 50+ archived articles and 3 new articles every month

Join our community of 100,000+ top executives, VCs, entrepreneurs, and brightest student minds

Trusted by the best

Karthik Reddy

Blume Ventures

The CapTable brings a refreshing set of insights for us at the Blume team, highlighting stories that bring together the underlying business and founders with that of investors' journeys with these startups. It's an important perspective that very few bring to startup ecosystem enthusiasts.

Latest Articles

India's auto boom rides on workers who can't get a real job

The CapTable’s analysis of the Annual Survey of Industries shows that half a million contract workers who power the country’s car factories earn half the pay of their permanent counterparts with no benefits, no unions, and contracts that reset every few months

Parvathi Benu

India’s Rs 40,000 crore fight for a lifeline when disaster strikes

The home ministry seeks premium spectrum to build an emergency network that connects police, firefighters and rescue teams. Four telecom giants will run trials across ten regions to make it happen.

Pratap Vikram Singh

How Ultrahuman is battling to break its dependency on the smart ring and the US

Once touted as India’s answer to Finnish wearable major Oura, Ultrahuman now faces its toughest test yet—a US sales ban on its flagship product, high replacement rates, and pressure to prove it’s more than a one-product, one-market company.

Shivani Verma

Inside India’s GCC real estate rush: What’s fuelling the 100M sq ft opportunity

India’s office market is riding a GCC boom, with global firms leasing over 100 mn sq. ft since FY22. These firms now drive half of all office occupancy, expanding beyond tech into BFSI, manufacturing, pharma and life sciences, and tilting India’s commercial real estate map southward.

Sohini Mitter

India’s digital marketplaces are growing by going smaller

From Meesho’s zero-commission model to ride-hailing’s latest experiments, the next phase of growth, and even profits, in digital commerce may lie in serving smaller-ticket users—not chasing higher-value ones.

Pranav Balakrishnan

Convinced that The Captable stories and insights
will give you the edge?

Convinced that The Captable stories
and insights will give you the edge?

Subscribe Now

Stories

Explore