Parag Milk Foods, under its sports nutrition brand Avvatar, has announced the launch of a new ready-to-drink protein beverage in collaboration with Tetra Pak. The Avvatar Protein Cold Coffee is packaged in India’s first Tetra Prisma® Aseptic 250E pack, offering a convenient, nutritious, and tasty option for consumers on the go. Priced at ₹120, the beverage marks the brand’s expansion beyond traditional sports nutrition into everyday functional consumption.
The launch comes amid significant growth in India’s whey protein-based products market. Despite increasing awareness around nutrition, a substantial 73% of Indians remain protein deficient, highlighting the demand for convenient, everyday protein formats. Avvatar Protein Cold Coffee addresses this gap by integrating 15g of protein into a 250 ml pack of coffee, available in Classic and Vanilla variants, with no added sugar or artificial sweeteners.
Designed for modern consumption and mid-day energy needs, the product is packaged in an octagonal-shaped, lightweight, paper-based, recyclable pack, aligning with the company’s focus on convenience and greener packaging. This launch coincides with strong business momentum for Parag Milk Foods, whose new-age business segment, including Avvatar, recorded a 91% year-on-year growth in FY26, reflecting increasing consumer demand in the health and nutrition category.
Akshali Shah, Executive Director of Parag Milk Foods, commented on the launch, stating, “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.”
Cassio Simoes, Managing Director of Tetra Pak South Asia, added, “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 offers the right balance of convenience, portion size, and safety, enhancing on-shelf differentiation with a premium visual appeal. We are pleased to partner with Parag Milk Foods in bringing this innovation to the Indian market.”
Disclaimer: This article is based on a regulatory filing submitted to the National Stock Exchange of India (NSE).
This article is written by Business Desk and reviewed by Aman Shukla before publication.