Indian dairy company Parag Milk Foods has announced the launch of a new ‘absolute whey protein’.
The product, under the brand name Avataar, will be available in a double chocolate flavour in two different sizes: 2lb and 5lb.
It will only be available to consumers in the Indian market, and is 100% vegetarian.
The company announced the release in a statement at the end of last week.
Parag Milk Foods recorded pre-tax profit of INR 1.4 billion ($20.8 million) in the year to March 2016 – up almost 40% on the year before – with gross sales of more than INR 16.2 billion ($241 million).
Parag Milk Foods already supports the protein trend with Topp Up protein-enriched flavoured milks.
The company produces a range of both traditional dairy products and local specialities, including ghee, milk, paneer, dahi, curd, butter, dairy whitener and gulab jamun mix under its Gowardhan brand alone.
It also makes the Topp Up brand of flavoured milk with a higher protein content, which the company launched last year.
Speaking at the time of Topp Up’s launch, Parag Milk Foods chairman Devendra Shah said: “We constantly focus on research and development to distinguish ourselves from our competitors to enable us to introduce new products based on consumer preferences and demand. We intend to increase the share of our value-added product portfolio by focusing on health and nutrition to cater to evolving consumer trends.
“We believe that we can increase our margins by focussing on increasing sales of our value-added products and that such initiatives will assist us in further diversifying our business.”
The latest move in that strategy is to launch the new Avataar line, which taps into the increasingly mainstream appeal of whey protein products.
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