Avvatar is taking its protein-led proposition beyond traditional nutrition products and into the everyday snack aisle. The brand, owned by Parag Milk Foods, has launched Popped Protein Chips as part of the company’s wider effort to expand its nutrition portfolio into new food categories.

Until now, Avvatar’s portfolio has focused on products such as protein powders, ready-to-drink beverages and protein bars. The latest launch introduces a savoury snack designed to make protein consumption more convenient across different occasions, including work breaks, travel and everyday cravings.

Two Flavours With 10g of Protein Per Pack

Avvatar Popped Protein Chips are available in two flavours: Magic Masala and Pudina. Each 30g pack contains 10g of protein and is priced at ₹60.

The chips are produced using a popping process involving heat and pressure rather than conventional frying. The product formulation combines pea protein, milk protein concentrate and whey protein concentrate.

The brand also highlights that the chips contain no added sugar, palm oil or preservatives, positioning them as an alternative for consumers looking for a protein-focused savoury snack.

Extending Protein Beyond Traditional Nutrition

The launch reflects a broader shift in how nutrition brands are approaching consumption occasions. Protein products are increasingly being offered in formats that fit into everyday routines, rather than being limited to gym sessions or dedicated supplementation.

For Avvatar, entering the chips category creates an opportunity to reach consumers who may not regularly purchase protein powders or shakes but are familiar with packaged savoury snacks.

The strategy also allows the brand to build on its existing association with protein while exploring a different product experience centred on flavour, convenience and crunch.

Parag Milk Foods Expands Its Nutrition Portfolio

For Parag Milk Foods, the launch is part of a wider evolution from a dairy-led business towards a broader nutrition-focused food company. The group’s portfolio spans dairy products and value-added foods, while Avvatar serves as its platform for sports and active nutrition.

Adding popped chips broadens the range of occasions the brand can address. Instead of focusing primarily on planned nutrition routines, Avvatar can now compete for everyday snacking moments.

Building Availability Across Retail Channels

The chips are being offered through Avvatar’s online store and a combination of distribution channels, including quick-commerce platforms, vending machines, general trade and modern trade outlets.

This multi-channel approach can help the brand reach consumers both when they are actively seeking protein products and when they are making spontaneous snack purchases.

A New Growth Opportunity for Avvatar

Moving into packaged snacks gives Avvatar an opportunity to build a more mainstream identity while retaining its protein credentials. However, success in the category will depend on more than nutritional positioning alone. Taste, price, repeat purchases and visibility across retail channels will also play important roles.

With Popped Protein Chips, Avvatar is extending its brand proposition from sports nutrition into everyday consumption, as Parag Milk Foods continues to explore new opportunities in the nutrition and food market.