Parag Milk Foods introduces Avvatar Protein Cold Coffee in India

INDIA – Parag Milk Foods Ltd, in partnership with Tetra Pak, has launched Avvatar Protein Cold Coffee, a protein cold coffee in India’s first Tetra Prisma® Aseptic 250E pack, marking its entry into India’s fast-growing ready-to-drink (RTD) protein beverage segment.

The new product combines convenience, nutrition, and taste in an on-the-go format that fits seamlessly into consumer daily routines.

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.

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.”

Avvatar Protein Cold Coffee 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 of 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.

Designed for modern consumption and mid-day energy needs, Avvatar Protein Cold Coffee reflects the brand’s expansion into a broader lifestyle and wellness space.

The product is packaged inoctagonal-shaped pack, which is lightweight, paper-based, recyclable aligned with the company’s focus on convenience and greener packaging.

Cassio Simoes, Managing Director, 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 is widely used globally for RTD protein and similar beverages, offering the right balance of convenience, portion size, and safety.”

The launch also comes amid strong business momentum for Parag Milk Foods, with the company’s new-age business segment, including Avvatar, recording a 91% year-on-year growth in FY26, reflecting increasing consumer demand in the health and nutrition category for trusted brands.

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