Avvatar has introduced a limited-edition Matcha Protein Wafer Bar, as it seeks to strengthen its position in India’s rapidly evolving protein snacking market.
Announced in Mumbai on 24 April, the new product reflects a broader shift in consumer preferences, where protein consumption is increasingly seen as part of a lifestyle rather than purely a nutritional requirement. The 40-gram bar, priced at Rs 100, contains 10 grams of whey protein isolate and blends it with matcha, a green tea ingredient widely associated with global wellness trends.
Avvatar, a brand owned by Parag Milk Foods, said the launch is part of its strategy to anticipate emerging tastes and introduce globally inspired flavours tailored to Indian consumers.
Akshali Shah, Executive Director at Parag Milk Foods, said the company aims to move beyond traditional protein supplements towards what she described as “experiential nutrition”. She added that the new product builds on the brand’s existing range of flavours, including chocolate, coffee, tiramisu and cheese.
India’s protein market has expanded in recent years, driven by rising health awareness, urbanisation and demand for convenient, on-the-go nutrition. Industry analysts note that established brands are increasingly experimenting with formats that combine taste and functionality, particularly in the snacking segment.
Avvatar’s protein wafer range has already carved out a niche by positioning itself as both indulgent and health-focused. The addition of matcha signals an effort to align with international food trends while maintaining local relevance.
The limited-edition bar will be available through the company’s website and selected retail outlets for a short period.
The launch underlines intensifying competition and innovation in India’s sports nutrition sector, as brands seek to capture a new generation of consumers looking for convenient and flavour-driven health products.
