India, April 21 -- Zydus Wellness announced the expansion of its RiteBite Max Protein portfolio into three new formats ready-to-drink (RTD) protein shakes, culturally rooted Ghee Jaggery protein bars, and Korean flavoured protein chips, marking a significant step in its strategy to build a comprehensive, multi-format protein ecosystem.
With this expansion, the company is further strengthening its protein play and repositioning RiteBite Max Protein as an everyday protein platform. Through these launches, the brand also aims to tap into Indias rapidly growing protein market, which is estimated at $1012 billion across supplements, functional foods, and everyday formats and is expanding at a mid-teen CAGR. In Q3 FY26, RiteBite Max Protein demonstrated strong momentum post-acquisition, and posted near double-digit EBITDA margins, underpinned by distribution expansion, innovation, and category tailwinds.
Commenting on the development, Tarun Arora, CEO, Zydus Wellness, said, Protein in India is no longer just a category conversation, it is a behaviour conversation. Awareness is building, but the real shift will come when protein becomes easier to choose, easier to enjoy and easier to sustain across everyday routines. That is where formats matter as much as the nutrition itself.
As part of this, the company has entered the RTD (dairy based beverage) segment with RiteBite Max Protein functional protein shakes, available in Choco Burst and Berry Blush variants. Each serving of 250 ml delivers 26 grams of protein in a portable format designed for on-the-go consumption.
The company is also sharpening its multi-format strategy to capture a wider range of consumption occasions, it is building its snacking portfolio along two distinct consumer directions - cultural familiarity and global flavour trends.
Under the newly introduced RiteBite Max Protein Roots Ghee Jaggery Protein Bar range, the brand has combined traditional Indian ingredients with a whey and casein protein blend. The bar delivers 10 grams of protein and 4 grams of fibre, offering a format that aligns with both taste familiarity of ancient Indian products and functional nutrition.
In parallel, the company has introduced RiteBite Max Protein Korean Chips, a 7-grain protein snack range inspired by Korean flavours such as Hot Chilli, Barbeque and Gochujang. The product delivers 10 grams of protein and 4 grams of fibre per 60 grams of serving, along with cues such as no palm oil and gluten-free formulation.
Today, the protein category itself is fragmenting, reflecting a deeper behavioural shift. While one segment of consumers is gravitating towards familiarity and seeking culturally rooted formats that align with traditional diets, another cohort is driving demand for novelty, experimenting with global flavours and new-age snacking formats. With Max Proteins new launches, we are meeting consumers where they are and aligning more closely with how they eat through the day, Arora added.
The new product ranges will be rolled out nationwide, with availability across e-commerce and quick-commerce platforms.
Published by HT Digital Content Services with permission from FoodTechBiz.