Mumbai, Apr 23: Avvatar, India’s leading homegrown sports nutrition brand, continues to shape the evolution of the country’s protein snacking category with the launch of its limited-edition Matcha Protein Wafer Bar. This strategic introduction reflects Avvatar’s role in anticipating consumer trends and setting new benchmarks in flavour innovation within functional nutrition.
Blending authentic Japanese matcha with a light, crunchy wafer format, the 40 g bar priced at INR 100 delivers 10 g priced at INR 100 is of high-quality whey protein isolate, offering a differentiated snacking experience that brings together performance, taste, and global inspiration.
As India’s protein consumption narrative shifts from necessity to lifestyle, Avvatar has consistently stayed ahead by not only addressing protein deficiency but also redefining how protein is consumed; making it more accessible, enjoyable, and culturally relevant. The introduction of matcha, a globally celebrated superfood, underscores the brand’s ability to translate international wellness trends into locally relevant offerings.
Speaking on the launch, Akshali Shah, Executive Director, Parag Milk Foods, said:
“At Avvatar, we see ourselves not just as participants in the category, but as its architects. Our focus has always been to lead the shift in how India consumes protein; moving from functional supplementation to experiential nutrition. The Matcha Protein Wafer Bar is a reflection of that vision, where global trends meet Indian consumer aspirations. Having built strong momentum across flavours like Chocolate, Coffee, Tiramisu, and Cheese, this limited-edition launch allows us to stay culturally current while continuing to expand the category.”
Over the past few years, Avvatar has emerged as a key growth engine within Parag Milk Foods’ new-age business, witnessing strong consumer adoption and rapid scale. Its protein wafer bar portfolio has already created a distinct niche by combining indulgence with nutrition; bridging a critical gap in the Indian snacking ecosystem.
Crafted with whey protein isolate and designed for both fitness enthusiasts and flavour-forward consumers, the Matcha variant caters to a new generation of urban consumers who seek clean-label, globally inspired, and convenient nutrition. The limited-edition launch also reflects Avvatar’s agile innovation strategy – leveraging seasonal and trend-led formats to engage its growing community and continuously refresh the category.
The Matcha Protein Wafer Bar will be available across Avvatar’s official website and select retail outlets for a limited period.
With this launch, Avvatar further strengthens its position as a thought leader in India’s evolving sports nutrition landscape driving not just product innovation, but a larger shift in consumer behaviour and expectations.
