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Avvatar reinforces category leadership with limited-edition Matcha protein wafer bar
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Monday, 04 May, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Avvatar launched its limited-edition Matcha protein wafer bar. This strategic introduction reflects its role in anticipating consumer trends and setting new benchmarks in flavour innovation within functional nutrition.
As India’s protein consumption narrative shifts from necessity to lifestyle, it 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.
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.”
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