With this expansion, the company is further strengthening its protein play and repositioning RiteBite Max Protein as an everyday protein platform
Zydus Wellness has expanded its RiteBite Max Protein portfolio into three new formats, including ready-to-drink (RTD) protein shakes, Ghee Jaggery protein bars and Korean flavoured protein chips, marking a step in its strategy to build a 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 new formats, the brand also aims to tap into India’s rapidly growing protein market, which is estimated at USD 10 to USD 12 billion across supplements, functional foods and everyday formats and is expanding at a mid-teen compound annual growth rate (CAGR), the company said in a statement.
In Q3 FY26, RiteBite Max Protein reported healthy momentum post-acquisition and posted near double-digit Ebitda margins, supported by distribution expansion, innovation and category tailwinds.
“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,” stated Tarun Arora, Chief Executive Officer (CEO), Zydus Wellness.
The New Formats
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 claimed.
Under the newly introduced RiteBite Max Protein Roots Ghee Jaggery protein bar range, the company aims to deliver 10 gram of protein and 4 gram of fibre. The company has also introduced RiteBite Max Protein Korean Chips, a seven-grain protein snack range inspired by Korean flavours such as Hot Chilli, Barbeque and Gochujang. The product seeks to deliver 10 gram of protein and 4 gram of fibre per 60 gram of serving.
“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,” Arora added.
The new product ranges will be rolled out nationwide, with availability across ecommerce and quick-commerce platforms.
