Parag Milk Foods Launches Protein Cold Coffee with Tetra Pak Partnership

Parag Milk Foods Launches Protein Cold Coffee with Tetra Pak Partnership​

Parag Milk Foods Ltd., through its sports nutrition brand Avvatar, has launched Avvatar Protein Cold Coffee, marking a strategic entry into India's rapidly expanding ready-to-drink (RTD) protein beverage segment. The launch is achieved via a partnership with Tetra Pak.

The new protein beverage has been packaged in India's first Tetra Prisma® Aseptic 250E pack, combining convenience, nutrition, and taste for consumers on the go. The product is priced at ₹120 and strengthens Avvatar's portfolio beyond traditional sports nutrition into everyday functional consumption.

The product is designed to bridge the gap between daily indulgence and functional nutrition. The ready-to-drink coffee delivers 15g of protein in a 250 ml pack and features no added sugar or artificial sweeteners. Available in Classic and Vanilla variants, the beverage utilizes milk protein, catering to modern consumers seeking an accessible source of protein.

This launch occurs against a backdrop of significant market potential, as data indicates that nearly 73% of Indians remain protein deficient, creating a strong opportunity for convenient, everyday protein formats.

In commenting on the launch, Akshali Shah, Executive Director of Parag Milk Foods, stated, "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."

The choice of packaging aligns with the brand's focus on sustainability and modern consumption. The product is housed in an octagonal-shaped, lightweight, paper-based, and recyclable pack, designed for mid-day energy needs.

Tetra Pak South Asia's Managing Director, Cassio Simoes, highlighted the role of packaging in scaling new beverage categories. "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," Simoes said. "We are pleased to partner with Parag Milk Foods in bringing this innovation to the Indian market and supporting the evolution of protein consumption in the country."

Parag Milk Foods reported strong business momentum, noting that its new-age business segment, including Avvatar, recorded a 91% year-on-year growth in FY26, reflecting increased consumer demand within the health and nutrition category.

Parag Milk Foods Limited, established in 1992, is recognized as a leading private dairy FMCG Company with a Pan India presence. The company's business model includes both traditional products under the 'Gowardhan' brand (Ghee, Dahi, Paneer, Liquid Milk) and specialized items under 'Go' (Cheese, UHT Milk, Buttermilk). Furthermore, the company has established itself in sports nutrition with Avvatar, which offers 100% vegetarian whey protein.

PARAGMILK Stock Price Movement​

Parag Milk Foods Limited shares are rallying this morning, edging higher by 4.79% to ₹223.75 as of 10:51 AM. The upward momentum is sustained by substantial trading activity, with the stock moving on a volume of 779,957 shares.