Parag Milk Foods has launched Avvatar Popped Protein Chips, moving its sports-nutrition brand into everyday savoury snacks. The September 9 announcement names two flavours, Magic Masala and Pudina, with each 30-gram pack priced at ₹60 and carrying a company-stated 10 grams of protein.
- Avvatar Protein Chips extend Parag Milk Foods beyond powders, bars and drinks into a mainstream snacking occasion.
- The company says the popped chips are non-fried and contain no added sugar, palm oil or preservatives.
- The launch disclosure says the product does not meet Parag’s materiality threshold, so no revenue contribution or sales target was provided.
Everyone else is reporting a product launch; we are explaining the distribution and portfolio test. The important question is not whether Parag can formulate another protein product, but whether Avvatar can win repeat purchases in a crowded snack aisle without weakening its specialist sports-nutrition identity.
What Parag disclosed about Avvatar Protein Chips
The company’s exchange-filed press release describes the chips as popped rather than fried. It lists Magic Masala and Pudina variants and says a 30-gram pack contains 10 grams of protein. The public launch material also claims no added sugar, no palm oil and no preservatives; consumers should check the product label because the filing does not reproduce a complete ingredient or nutrition panel.
| Item | Company disclosure |
|---|---|
| Company | Parag Milk Foods Limited |
| Brand | Avvatar |
| Variants | Magic Masala and Pudina |
| Pack size | 30 grams |
| Protein claim | 10 grams per pack |
| Price | ₹60 per pack |
| Preparation claim | Non-fried, popped chips |
The company’s own Avvatar store now lists a Protein Popped Chips category, providing a direct product-level check beyond the exchange notice. Independent reports at The Economic Times and MediaInfoline separately timestamped the September 9 announcement.
Why the move into snacking matters
Avvatar began with products aimed mainly at sports-nutrition buyers, including whey protein. Parag has since added ready-to-drink protein coffee and wafer bars. Chips place the brand in a broader consumption moment: the office break, commute or quick-commerce order, where taste, price and availability compete with the protein number.
This was not an unexpected category jump. In 2025, Parag executive Akshali Shah told ETRetail that the company planned to enter protein snacks and protein chips as it expanded its new-age businesses. The launch therefore converts a stated pipeline into a shelf product, rather than creating a new strategy overnight.
Parag is entering a category where consumers already have many “better-for-you” choices. Its advantage is vertical familiarity with dairy proteins and an established Avvatar customer base. Its challenge is that a snack must earn repeat purchase on flavour and texture, not only on a functional claim. Our coverage of Emami’s move into baby care shows a similar brand-extension test, while Reliance’s Bombay Creamery launch illustrates how distribution execution can decide whether a portfolio extension sticks.
The ₹60 price creates another practical test. It places a single 30-gram pack above many conventional mass-market snacks, so Avvatar must persuade buyers that the protein content and non-fried format justify the premium. The company has not disclosed introductory discounts or channel-specific pricing. Availability on the official brand store establishes a direct channel, but it does not prove broad offline placement.
The exchange release names quick commerce, vending machines, general trade and modern trade as intended availability channels. Those routes serve different buying occasions and economics: quick commerce can support discovery, vending can target workplaces and gyms, while general and modern trade determine broader shelf reach. Parag did not disclose which cities or retailers were live at announcement, so the channel list is a rollout claim rather than a measured distribution result.
The two flavours also show that Parag is starting with familiar Indian savoury profiles instead of a large launch range. A narrow assortment can simplify initial inventory and merchandising, but the filing provides no sell-through, repeat-purchase or consumer-testing data. The first meaningful evidence will therefore be continued availability, geographic expansion and company commentary on its new-age business—not the launch-day product specifications alone.
What is still unknown
Parag has not disclosed a sales target, geographic rollout schedule, retail-door count or expected margin for Avvatar Protein Chips. It explicitly told the exchanges that the launch does not meet its prescribed materiality threshold. That means the product can matter strategically while remaining too small, at launch, to support a financial forecast.
Avvatar Protein Chips are a portfolio-extension bet: Parag is using a sports-nutrition brand to make protein part of an everyday savoury snack, but the filing offers no evidence yet on distribution scale or repeat demand.
Frequently asked questions
What are Avvatar Protein Chips?
They are popped savoury chips launched by Parag Milk Foods under its Avvatar sports-nutrition brand.
How much protein is in one pack?
Parag says each 30-gram pack contains 10 grams of protein. Buyers should verify product-specific nutrition information on the label.
What flavours are available?
The launch names Magic Masala and Pudina variants, priced at ₹60 per 30-gram pack.
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