Zydus Wellness has expanded its RiteBite Max Protein portfolio into three new formats, entering ready-to-drink (RTD) beverages and adding new snacking options.

The move includes the launch of RTD protein shakes, ghee jaggery-based protein bars, and Korean-flavoured protein chips, as the company looks to widen its presence in India’s protein category, estimated at $10–12 billion and growing at a mid-teen CAGR.

The RTD shakes, available in variants such as Choco Burst and Berry Blush, offer 26 grams of protein per 250 ml serving. The company has also introduced a ‘Roots’ range of ghee jaggery protein bars, combining traditional ingredients with whey and casein blends, delivering 10 grams of protein per bar.

In parallel, the brand has launched protein chips inspired by Korean flavours including hot chilli, barbeque and gochujang. The product delivers 10 grams of protein and 4 grams of fibre per 60-gram serving.

The expansion reflects a broader shift in the category, where companies are introducing multiple formats to cater to varied consumption occasions, from on-the-go beverages to functional snacking.

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.”

“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 Protein’s new launches, we are meeting consumers where they are and aligning more closely with how they eat through the day,” Arora added.

The products will be available across e-commerce and quick-commerce platforms nationwide.