Avvatar's Bold Move into RTD Protein Beverages with Tetra Pak

Avvatar, a sports nutrition brand by Parag Milk Foods Ltd, has entered the ready-to-drink (RTD) protein beverage market in India through a partnership with Tetra Pak. They have launched Avvatar Protein Cold Coffee, which combines convenience, nutrition, and taste, and aims to meet the growing demand for protein-rich products in the country.

In a strategic move, Parag Milk Foods Ltd's sports nutrition brand Avvatar has forayed into India's burgeoning ready-to-drink (RTD) protein beverage market by partnering with Tetra Pak. Their latest offering, Avvatar Protein Cold Coffee, utilizes India's first Tetra Prisma® Aseptic 250E pack, marrying convenience and nutrition with taste.

The launch, priced at INR 120, marks a significant pivot for Avvatar, expanding its portfolio to include everyday protein consumption, rather than focusing purely on traditional sports nutrition. This comes as India's whey protein products market is experiencing substantial growth, with 73% of the population reportedly protein-deficient.

Avvatar Protein Cold Coffee aims to integrate protein effortlessly into one of India's daily routines—coffee. The drink provides 15g of protein in each 250 ml pack and comes in Classic and Vanilla flavors with no added sugar or artificial sweeteners. Packaged with environmentally conscious design, it reflects Avvatar's commitment to modern sustainable consumption.