Parag Milk Foods is expanding Avvatar into the snacking category with Avvatar Popped Chips.
The move extends the nutrition brand beyond protein powders, ready-to-drink beverages and bars. It brings the brand’s protein proposition into a more familiar consumption occasion.
From Protein Supplements to Snacking
The popped, non-fried chips are available in Magic Masala and Pudina variants. A 30g pack contains 10g of protein and is priced at Rs 60.
The product contains no added sugar, palm oil or preservatives. The proposition is built around combining a conventional snacking format with a higher-protein nutritional profile. For Parag Milk Foods, the category expansion also reduces dependence on traditional nutrition formats. It creates more opportunities to build Avvatar as a wider food and nutrition brand.
Building a Broader Nutrition Business
Avvatar Popped Chips will be sold through the brand’s website, quick-commerce platforms, vending machines, general trade and modern trade.
For marketers, the launch signals a broader ambition for Avvatar. The brand is moving from occasions where consumers actively seek protein towards moments where nutrition can become part of routine snacking.
This distinction matters. The Rs 60 price point places the product within an accessible premium-snacking territory, while quick commerce and vending machines can help capture impulse-led consumption.
The Last Word
The next phase of protein marketing may not be about selling more supplements. It could be about putting protein into everyday habits.