Parag Milk Foods Launches Avvatar Protein Cold Coffee with Tetra Pak
Parag Milk Foods launched Avvatar Protein Cold Coffee in partnership with Tetra Pak. Priced at ₹120, the RTD beverage offers 15g protein per 250ml. This move targets India's growing protein deficiency and leverages the new-age business segment's 91% YoY growth in FY26.
The launch of a new product line and a strategic partnership can positively impact revenue and market share, but its long-term success and impact on overall financials are yet to be determined.
The launch of a new product in a growing market segment, coupled with strong year-on-year growth in the company's new-age business, indicates positive business development and market reception.
Parag Milk Foods Limited, through its sports nutrition brand Avvatar, has launched Avvatar Protein Cold Coffee, entering India's ready-to-drink (RTD) protein beverage segment. This launch is a strategic partnership with Tetra Pak and utilizes India's first Tetra Prisma® Aseptic 250E pack. The beverage is priced at ₹120 and offers 15g of protein in a 250 ml pack, with no added sugar or artificial sweeteners. It is available in Classic and Vanilla variants and aims to bridge the gap in protein consumption by integrating it into the daily habit of drinking coffee.
The new product comes in an octagonal, lightweight, paper-based, and recyclable pack, aligning with the company's focus on convenience and greener packaging. This initiative is supported by strong business momentum, with Parag Milk Foods' new-age business segment, including Avvatar, recording a 91% year-on-year growth in FY26. Akshali Shah, Executive Director at Parag Milk Foods, highlighted the aim to make everyday protein intake more accessible and enjoyable by combining the familiarity of cold coffee with high-quality protein.
Cassio Simoes, Managing Director of Tetra Pak South Asia, noted the critical role of packaging in scaling functional beverages and expressed pleasure in partnering with Parag Milk Foods for this innovation. The company's announcement was made on May 12, 2026.
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