PROTEIN MEETS SNACKING: PARAG MILK FOODS EXPANDS AVVATAR RANGE

Parag Milk Foods has entered the snacking segment with Avvatar Popped Protein Chips, extending its nutrition portfolio beyond powders, beverages and bars. The move reflects the company’s strategy to evolve from dairy-led roots into a broader nutrition-focused food business, creating new consumption occasions for protein beyond traditional sports and active nutrition.

Parag Milk Foods has announced its latest innovation in the nutrition space with the launch of Avvatar Popped Protein Chips, marking the brand’s entry into the snacking category. The development comes as consumers increasingly seek convenient ways to incorporate protein into everyday eating, signalling a shift in how nutrition is being positioned in mainstream food culture.  

The new product extends Avvatar’s existing portfolio of protein powders, ready-to-drink beverages and bars into a familiar snacking format, offering consumers a way to enjoy protein outside of traditional sports or fitness contexts. The company described the launch as part of its New Age Business strategy, aimed at broadening its reach and relevance in the fast-evolving food and nutrition market.  

Akshali Shah, Executive Director of Parag Milk Foods Ltd., said, “This launch marks an important step in Parag Milk Foods’ evolution from a dairy-led company to a broader nutrition-led food business.” Her statement underscores the company’s ambition to reposition itself as a modern FMCG player, catering to diverse consumer needs beyond its legacy dairy offerings.  

By entering the snacking segment, Parag Milk Foods is seeking to create more consumption occasions for protein, tapping into everyday eating habits rather than limiting protein intake to athletes or fitness enthusiasts. The move reflects wider industry trends, where protein is increasingly being integrated into mainstream categories such as snacks, bakery and beverages.  

With Avvatar Popped Protein Chips, the company is betting on the growing demand for functional foods that combine taste, convenience and nutrition. The launch not only strengthens Avvatar’s presence in the competitive protein market but also signals Parag Milk Foods’ intent to capture a larger share of the consumer’s daily diet, positioning protein as a lifestyle choice rather than a specialised supplement.