RiteBite Max Protein Launches Millet Wafer Protein Bars in India

RiteBite Max Protein, the nutrition-focused snacking brand from Zydus Wellness, has expanded its product portfolio with the launch of Millet Wafer Protein Bars in India.

The new offering combines a wafer-style format with 10 grams of protein per bar, positioning itself as a lighter, everyday snacking option within the fast-growing protein snacks category.

The bars are made using millets such as jowar, aligning with rising consumer interest in millet-based snacks and clean label nutrition.

They are free from maida, added sugar, and palm oil, addressing concerns around refined ingredients that dominate conventional wafers and sweet snacks.

With this launch, the brand aims to make healthy snacking in India more accessible beyond fitness-focused audiences.

• RiteBite Max Protein launches millet wafer protein bars in India
• New protein wafer bars offer 10g protein with millets and no maida
• Zydus Wellness brand targets everyday snacking with lighter protein format

India’s healthy snacks market continues to grow, driven by urban consumers seeking convenient foods that support active lifestyles. While protein bars in India have gained traction, the category is often associated with dense textures and functional positioning. By introducing protein in a familiar wafer format, RiteBite Max Protein is targeting casual snacking occasions such as mid-day hunger, travel, and work breaks.

Commenting on the launch, Tarun Arora said the brand identified a gap between indulgent snacks and functional nutrition products. Traditional wafers remain popular but offer limited nutritional value, while most protein products cater to niche consumption moments. The new wafer protein bars are designed to sit between these two spaces, offering taste along with measurable nutritional benefits.

The range is available in three flavours—Choco Temptation, Coffee Mousse, and Strawberry Truffle—each aimed at delivering a familiar dessert-like experience. The launch is being supported by a digital-first marketing campaign, with short-form content highlighting everyday use cases rather than gym-centric messaging.

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With this introduction, RiteBite Max Protein strengthens its presence in the Indian FMCG sector, responding to evolving consumer demand for nutrition-focused snacks that combine convenience, taste, and everyday relevance.