Zomato, the popular food delivery platform, has quietly introduced a new cloud kitchen brand called ‘Ritual’ that focuses on high-protein beverages and health-conscious meal options. Currently operational in four locations in Gurugram, ‘Ritual’ offers a variety of protein-rich drinks, including plant protein shakes, whey protein shakes, yeast protein shakes, and protein milkshakes, alongside coffee selections. The menu also includes salads, indicating a focus on fitness and health-conscious consumers seeking nutritious meals.
Zomato has partnered with cloud kitchen and restaurant chain Massive Restaurants to curate the ‘Ritual’ menu, which features protein products from D2C brands like Wellbeing Nutrition, The Whole Truth, and SuperYou. The collaboration with Massive Restaurants involves menu design and recipe creation for the protein-rich offerings, aligning with the company’s emphasis on specialized nutrition-focused food options.
While Zomato has yet to provide official information about ‘Ritual’, the presence of the brand on the Zomato app suggests a potential trial of a distinct nutrition-oriented segment on its platform. The partnership with Massive Restaurants, known for its popular dining establishments like Bo Tai and Farzi Cafe, underscores Zomato’s strategic approach to offering innovative and health-conscious food options to its customers.
Source: Inc42 Media