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Parag Milk Foods launches milk-based protein drink with Tetra pak
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Thursday, 14 May, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Parag Milk Foods Ltd., under its sports nutrition brand Avvatar, has announced its entry into India’s fast-growing ready-to-drink (RTD) protein beverage segment through a strategic partnership with Tetra Pak. The company has launched Avvatar Protein Cold Coffee, protein cold coffee in India’s first Tetra Prisma Aseptic 250E pack, combining convenience, nutrition, and taste in an on-the-go format that fits seamlessly into consumer daily routines. The beverage strengthens its portfolio beyond traditional sports nutrition into everyday functional consumption.
The launch comes at a time when India’s whey protein-based products market is witnessing significant growth. Despite growing awareness around nutrition, nearly 73% of Indians remain protein deficient, creating a significant opportunity for convenient, everyday protein formats.
It has been developed to bridge this gap by integrating protein into one of India’s most familiar daily habits-coffee. The ready-to-drink beverage delivers 15g protein in a 250 ml pack, with no added sugar or artificial sweeteners. Available in Classic and Vanilla variants, the coffee beverage is based on milk protein with no added sugar and no artificial sweeteners offering a balance between indulgence and functional nutrition.
Akshali Shah, executive director, Parag Milk Foods, said, “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.”
Cassio Simoes, managing director, Tetra Pak South Asia, said, “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 metallised 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.”
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