Parag Milk Foods Launches Avvatar Popped Chips
Parag Milk Foods launched Avvatar Popped Chips in India on September 15, expanding the dairy processor’s Avvatar brand beyond whey powders, ready-to-drink beverages and protein bars. The product brings dairy-based protein into a packaged snack format intended for regular consumption rather than only sports-nutrition occasions.
The chips are produced in a popped, non-fried format and contain no palm oil, added sugar or artificial preservatives. They are sold in 30-gram packs, with each pack providing 10 grams of protein. The initial flavours include Magic Masala and Pudina, and the retail price is ₹60 per pack.
Parag said the product contains protein equal to 33% of its pack weight. The company is targeting urban professionals, people involved in fitness and younger consumers seeking alternatives to conventional savoury snacks with a higher starch content.
Production draws on Parag Milk Foods’ whey-processing facilities at its Manchar complex in Maharashtra. The company has been among India’s early commercial producers of native whey protein, which it obtains from fresh cow’s milk during cheese manufacturing. The new snack uses liquid cheese whey as an ingredient for a value-added food product within the company’s dairy-processing operations.
Distribution is being introduced through several channels. Avvatar Popped Chips are available through the brand’s direct-to-consumer website, modern-trade supermarkets, automated vending machines in institutional settings and selected general-trade grocery shops. The rollout also gives priority to quick-commerce platforms offering delivery in about 10 to 15 minutes in tier-one and tier-two metropolitan markets.
The launch is part of Parag Milk Foods’ “New Age Business” strategy, which includes expanding into value-added nutrition products alongside its established milk and cheese operations. The company has described the move as part of its transition from a conventional liquid-milk and cheese processor towards a broader nutrition-focused food business. Avvatar Popped Chips extend the brand’s existing protein portfolio into the savoury-snack category.
