Avvatar Debuts Protein Cold Coffee in India's Booming RTD Market

Parag Milk Foods Ltd., the parent company of sports nutrition brand Avvatar, has made a strategic entrance into India's rapidly expanding ready-to-drink (RTD) market. Collaborating with Tetra Pak, the company has introduced Avvatar Protein Cold Coffee, a beverage that combines high-quality protein, convenience, and sustainability in India's first Tetra Prisma® Aseptic 250E packaging.

Priced at INR 120, this new entrant to the market seeks to address a crucial dietary gap, as 73% of Indians remain protein-deficient despite a rise in nutritional awareness. Offering 15g of protein per 250 ml pack, without added sugar or artificial sweeteners, the product is available in Classic and Vanilla flavors. It aims to seamlessly integrate into daily life while expanding Avvatar's portfolio beyond traditional sports nutrition.

The launch marks a significant milestone for Parag Milk Foods, as it taps into the growing demand for functional beverages and embraces greener packaging methods. With the Indian market witnessing a surge in health and nutrition categories, Avvatar's latest product signifies the company's commitment to innovation and consumer needs.

(With inputs from agencies.)