Parag Milk Foods Unveils 15g Protein Cold Coffee

Parag Milk Foods, through its Avvatar brand, launched a new ready-to-drink protein cold coffee on May 12, 2026. The 250ml pack is priced at ₹120 and provides 15g of protein with no added sugar or artificial sweeteners, targeting everyday consumption.

Innovative Packaging for a New Beverage

This launch introduces India's first beverage utilizing the Tetra Prisma® Aseptic 250E packaging system from Tetra Pak. This advanced packaging is designed to maintain product quality and shelf stability while aligning with sustainability trends.

Tapping the Functional Beverage Market

The new cold coffee aims to expand Avvatar's presence beyond specialized sports nutrition into the broader functional beverage category. This strategic move seeks to address India's widespread protein deficiency by offering a convenient and familiar product for daily intake. It also supports the company's fast-growing new-age business segment, which saw a 91% year-on-year increase in FY26. Parag Milk Foods has been focusing on health and nutrition offerings to make protein more accessible.

Operational Considerations and Market Challenges

The company anticipates operational efficiencies and enhanced product shelf-life from the new packaging technology. However, market acceptance of a ₹120 cold coffee as an everyday product, versus a premium purchase, will be key. Parag Milk Foods must also navigate competition from established beverage players and other protein supplement brands. Execution risks in scaling production and distribution, alongside potential consumer price sensitivity, are factors to monitor.

Industry Peers and Trends

The Indian beverage sector sees players like Nestle India offering various products, including some protein-fortified options. Britannia Industries, a leader in dairy and biscuits, also faces competition in niche health segments from specialized brands like Avvatar. Other dairy companies are similarly exploring value-added products and health benefits.

Key Metrics and What to Watch

The launch features 15g of protein per 250ml pack at a ₹120 price point. The strong 91% YoY growth in Parag Milk Foods' new-age business segment in FY26 provides context for this expansion. Future tracking will focus on the new coffee's sales performance and market penetration, consumer feedback, further Avvatar portfolio expansion, and competitor responses.