Avvatar Matcha protein bar is being introduced as a limited-edition product by Avvatar, the functional nutrition brand from Parag Milk Foods. The launch is being positioned as part of its effort to make protein consumption more lifestyle-led, flavour-driven, and accessible for Indian consumers.
According to Parag Milk Foods, the product brings matcha, a globally recognised wellness ingredient, into a protein wafer format designed for modern nutrition preferences.
Akshali Shah, Executive Director, Parag Milk Foods, said that Avvatar viewed itself not merely as a participant in the category but as one of its “architects.” She stated that the brand’s focus had been placed on leading India’s shift from functional supplementation to experiential nutrition.
The company noted that Avvatar had already built momentum through flavours such as chocolate, coffee, tiramisu, and cheese. The Matcha protein wafer bar is therefore being positioned as a continuation of its flavour-led innovation strategy.
The launch also reflects the broader change in India’s protein consumption pattern. Protein is increasingly being seen not only as a nutrition requirement but also as part of everyday lifestyle choices.
By introducing matcha in a protein wafer bar, Avvatar is attempting to connect global wellness cues with Indian snacking behaviour. The limited-edition product is expected to help the brand stay culturally relevant while expanding the functional nutrition category.