Food delivery platform Zomato has quietly rolled out a new cloud-kitchen brand called Ritual, signalling the company’s growing focus on the health and fitness-focused food segment. The new brand centres around high-protein meals and beverages designed for consumers seeking nutrition-driven food options.
Currently, Ritual is operating in select parts of Gurugram, with orders available through the Zomato app in nearby areas. The initiative is still in its pilot stage, and a broader expansion to other cities is expected only if the concept proves successful.
Ritual’s menu primarily targets the growing community of fitness-conscious and health-focused consumers. It features a variety of protein-centric items including plant-based protein shakes, whey protein shakes, yeast-based protein drinks, protein milkshakes, as well as hot and iced coffee options.
Alongside beverages, the brand also offers lighter meal options such as salads and nutrition-focused dishes, positioning itself as a convenient solution for people looking to increase their daily protein intake without sacrificing convenience.
Several menu items reportedly incorporate protein ingredients sourced from popular direct-to-consumer nutrition brands such as Wellbeing Nutrition, The Whole Truth, and SuperYou, highlighting the brand’s focus on functional nutrition products.
The new brand is believed to be launched in collaboration with Massive Restaurants, the hospitality group behind well-known dining brands including Farzi Cafe and Louis Burger. Under this arrangement, Zomato is said to be designing the recipes and menu, while Massive Restaurants manages operational aspects of the cloud kitchen.
