Launches Grass fed Whey Protein – ‘Avvatar Absolute’
ü Parag Milk Foods is the first Indian dairy company to produce grass fed cow’s milk whey protein
ü Avvataar Absolute whey protein comes in three flavours-Double chocolate, Vanilla Snow Crème and Café Mocha in two sizes 2 lbs and 5 lbs
Mumbai, 15th Feb, 2017: Parag Milk Foods Ltd, leading manufacturers and marketers of dairy-based branded foods in India, forayed into whey protein range for consumers.
Brand – Avvatar Absolute is the 1st 100% vegetarian whey protein made in India. It is made during the process of manufacturing cheese using fresh grass fed cow’s milk. This is done by isolating valuable whey protein from the cheese whey. To maintain freshness of the whey protein the entire process from milking of the cows to packaging of whey is completed within 24 hours.
It is quality tested at every stage and hence, poised to be the best Indian whey protein product. Avvataar Absolute whey protein comes in three flavours – Double chocolate, Vanilla snow crème and Café Mocha in two sizes 2 lbs and 5 lbs.
Mr. Devendra Shah, Chairman, Parag Milk Foods Ltd. said, “We are very excited to bring our high-quality Avvatar Absolute whey protein to the market. We have invested ₹110 crore in the plant as we foresee huge demand from the retail consumers. Protein-based foods are becoming popular amongst people from all walks-of-life. With changing life style there is growing interest of the younger generation towards sports and nutrition. Considering these factors, we at Parag have always anticipated consumer demand and believe in constantly innovating our product offerings thus matching international standards in taste.”
Mr. Mahesh Israni, Chief Marketing Officer asserted, “Being a cheese player we always had whey as a by-product which we wanted to convert into powder for sportsmen and athletes. We now have Avvatar Absolute, an Indian protein powder which reaches to consumers in the freshest form. We achieved this with Grass Fed cow’s milk whey protein. Avvatar succeeds in capturing all of the essential components of protein supplements from taste, to texture, to nutritional value. The quality of ingredients is what sets Avvatar apart from the current brands in the market place. The market size as per Euro Monitor of sports nutrition is projected to be at Rs.1000 crore and is growing at a CAGR of 15%.”
He further added, “Our go to market strategy is in place and is customized with an emphasis on reaching out to Nutrition Supplement stores, Pharmacies, Modern retail stores and
e-commerce portals. Educating the Gym trainers and owners who are the key influencers in this category is going to be our key platform. The marketing plans are in place which will kick off immediately once we get our distribution done and our endeavor will be to build ‘Healthy & Active Society through our #HealthyWhey.”
As per Zion Market Research report, the global whey protein market is expected to witness the highest growth which is USD 12.4 billion by 2021 due to increasing percentage of elderly populace across the globe.
Consumers of Parag aka Gowardhan, Go & Pride of Cows, can be confident that they will only be consuming the highest quality ingredients through our products.
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