Parag Milk Foods Enters RTD Protein Beverage Segment
Parag Milk Foods has declared its foray into the ready-to-drink (RTD) protein beverage market in India, leveraging its sports nutrition label, Avvatar, through a partnership with Tetra Pak.
The company has introduced Avvatar Protein Cold Coffee, which it claims to be India's pioneering product in the category to be offered in the Tetra Prisma® Aseptic 250E packaging.
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This initiative seeks to merge the nutritional benefits of protein with the familiar and convenient experience of consuming cold coffee.
The beverage, priced at Rs.120, offers 15 grams of protein within a 250 ml package and is available in both Classic and Vanilla flavors. This product is formulated with milk protein and does not include any added sugars or artificial sweeteners.
The initiation signifies Avvatar’s growth beyond conventional sports nutrition, venturing into the expansive lifestyle and wellness sector, aimed at consumers desiring easily accessible daily protein consumption options.
The drink is enclosed in an octagonal-shaped, recyclable paper-based container engineered to provide an ergonomic grip and ease of transport, while aligning with the company's commitment to sustainable packaging practices. The company indicated that the launch occurs in the context of increasing awareness regarding protein intake in India, although a significant segment of the population continues to experience protein deficiency.
Speaking on the launch, Akshali Shah, Executive Director, Parag Milk Foods, says, "Protein consumption in India is evolving rapidly, but for many consumers it still feels like a conscious effort rather than a natural part of daily life".
"With Avvatar Protein Cold Coffee, we wanted to bridge that gap by combining the familiarity of cold coffee with the functionality of high-quality protein in a convenient ready-to-drink format".
"The idea was to create a product that fits effortlessly into modern lifestyles while making everyday protein intake more accessible and enjoyable. We believe the future of nutrition lies in formats that seamlessly blend taste, convenience, and performance”.
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Cassio Simoes, Managing Director, Tetra Pak South Asia, adds, “As functional beverages gain momentum in India, packaging is playing a critical role in enabling new categories to scale. The Tetra Prisma® Aseptic 250E format is widely used globally for RTD protein and similar beverages, offering the right balance of convenience, portion size, and safety".
"In addition, the metallized printing enhances on-shelf differentiation by delivering a premium and distinctive visual appeal. We are pleased to partner with Parag Milk Foods in bringing this innovation to the Indian market and supporting the evolution of protein consumption in the country”.
Previously, Parag Milk Foods, a prominent entity in India's dairy FMCG industry, announced its intention to broaden its product line to encompass items rich in protein and nutrients, addressing the rising consumer demand for health-oriented nutrition. This strategic initiative highlights the company's dedication to innovation and quality, reinforcing its stature as a significant force in the dairy markets both domestically and internationally.
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These products will be accessible through a wide range of retail outlets, encompassing traditional general stores, contemporary trade venues, and digital e-commerce platforms. The Pride of Cows collection will be distributed through its dedicated portal and mobile application, in addition to being available on Quick Commerce services and various e-commerce platforms.