RiteBite Max Protein launches new campaign for millet-based wafer protein bars

Zydus Wellness’ protein-snack brand RiteBite Max Protein has introduced a new range of Millet Wafer Protein Bars, combining a wafer format with 10 grams of protein and the use of millets such as jowar. The launch reflects broader shifts in India’s packaged food sector, where protein and traditional grains are increasingly shaping everyday snacking choices.

The product enters a market where interest in nutritionally driven snacks is rising alongside sustained demand for indulgent formats. Industry estimates place India’s healthy snacks market at over USD 3.1 billion in 2025, while the global millet snacks market is projected to exceed USD 4 billion by 2032, driven by growing demand for nutrient-dense alternatives.

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At the same time, the evolution of consumer preferences has highlighted a gap between traditional indulgent snacks and products positioned around functional nutrition.

“While wafers and sweet snacks continue to dominate indulgence occasions, they are often nutritionally limited and reliant on refined ingredients. At the same time, the protein category has largely been built around bars, powders and dense formats that serve functional needs rather than casual eating moments,” said Tarun Arora, CEO Zydus Wellness.

The new wafer bars have been developed to address this overlap between indulgence and nutrition, using a formulation that excludes maida, added sugar and palm oil, while incorporating protein and millets. The range is available in three flavours — Choco Temptation, Coffee Mousse and Strawberry Truffle — and is positioned around everyday consumption rather than performance or fitness-led use cases.

Commenting on the launch, Arora added, “We are seeing a steady shift in how consumers approach food. There is greater scrutiny of ingredients, growing interest in protein, and a renewed openness to traditional grains. Simultaneously, consumers no longer want to switch between ‘fun food’ and ‘fitness food.’ They expect one product to deliver both. RiteBite Max Protein Millet Wafer Protein Bars is an attempt to bring these strands together in a format that people are already familiar with. It reflects how the snacking category itself is evolving.”

The rollout is supported by a digital-led communication campaign featuring two films and short-form content focused on routine snacking occasions rather than fitness-centric settings.

The introduction of millet-based protein wafers also reflects a broader trend within the FMCG sector, where companies are revisiting established snack formats to align with changing dietary narratives. As protein and millet-based products move further into mainstream consumption, more experimentation is expected in how traditional indulgent categories are reformulated for contemporary expectations.