Parag Milk Foods Ltd in partnership with Tetra Pak has entered the ready-to-drink (RTD) protein beverage segment to launch Protein Cold Coffee under its sports nutrition brand Avvatar.
The company said the product is being introduced in India’s first Tetra Prisma Aseptic 250E pack aimed at combining convenience, nutrition and portability for daily consumption.
Priced at ₹120, the beverage marks Avvatar’s expansion beyond traditional sports nutrition products into functional everyday consumption categories.
Focus on protein deficiency
The launch comes at a time when whey protein-based products are witnessing strong growth in India despite nearly 73% of Indians remaining protein deficient.
The new product has been designed to integrate protein consumption into familiar daily habits such as coffee drinking.
Avvatar Protein Cold Coffee contains 15 grams of protein in a 250 ml pack without added sugar or artificial sweeteners and is available in Classic and Vanilla variants.
Leadership comment
Parag Milk Foods Executive Director Akshali Shah said protein consumption in India is evolving rapidly, though many consumers still view it as a conscious effort rather than part of daily routine.
She said the company aims to make protein intake more accessible and convenient by combining cold coffee with high-quality protein in a ready-to-drink format.
Packaging partnership
Tetra Pak South Asia Managing Director Cassio Simoes said functional beverages are emerging as a fast-growing category in India, with packaging playing a key role in enabling scale and differentiation.
He said the Tetra Prisma Aseptic 250E format is widely used globally for RTD protein beverages as it offers convenience, portion control and product safety while enhancing shelf appeal.