Parag Milk Foods Shares Rise 5% After Avvatar Launches Ready to Drink Protein Cold Coffee

Parag Milk Foods announced the launch of a ready-to-drink protein beverage under its sports nutrition brand Avvatar, marking its entry into India’s growing functional beverage segment.

The company has partnered with Tetra Pak to introduce Avvatar Protein Cold Coffee in the country’s first Tetra Prisma® Aseptic 250E packaging format. 

The launch comes as consumer demand for convenient protein-based products continues to expand across urban markets and lifestyle-focused categories.

Avvatar Enters Ready-to-Drink Protein Beverage Segment

Parag Milk Foods has launched Avvatar Protein Cold Coffee, a milk-based ready-to-drink beverage designed to combine protein intake with the convenience of cold coffee consumption.

The product contains 15 grams of protein in a 250 ml pack and is available in Classic and Vanilla variants. According to the company, the beverage does not contain added sugar or artificial sweeteners and has been developed to cater to consumers seeking functional nutrition options in portable formats.

Priced at ₹120, the product expands Avvatar’s portfolio beyond traditional sports nutrition offerings into broader daily wellness consumption.

Partnership With Tetra Pak

The company collaborated with Tetra Pak for the packaging format, using the Tetra Prisma® Aseptic 250E pack for the launch. The octagonal-shaped packaging is designed to offer portability and ergonomic handling while also supporting recyclable and paper-based packaging initiatives.

Tetra Pak stated that the packaging format is commonly used internationally for ready-to-drink protein beverages and similar nutritional products.

Focus on Protein Consumption Trends in India

The launch comes amid increasing awareness around nutrition and protein intake in India. The company highlighted that a large section of the population continues to face protein deficiency, creating demand for convenient nutritional products integrated into everyday consumption habits.

By combining coffee with protein supplementation, the company aims to position the product as an accessible option for daily consumption and mid-day energy requirements.

Growth in New-Age Business Segment

Parag Milk Foods said its new-age business category, including the Avvatar brand, recorded 91% year-on-year growth during FY26. The company attributed the expansion to rising consumer interest in health, wellness and sports nutrition products.

The company continues to diversify its offerings across dairy, nutrition and functional beverage categories as part of its broader business strategy.

Parag Milk Foods Share Price Performance

Shares of Parag Milk Foods Limited were trading at ₹223.50 on 12 May 2026, up 4.67% from the previous closing price of ₹213.52.

Read More: Dabur Plans Price Hikes and Smaller Pack Sizes Amid Rising Input Costs.

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Conclusion

The launch of Avvatar Protein Cold Coffee marks Parag Milk Foods’ entry into the ready-to-drink protein beverage segment through its partnership with Tetra Pak. The development reflects growing interest in convenient nutrition products and highlights the company’s continued focus on expanding its health and wellness portfolio.

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