National, January 20 2026: In a move that reflects how India’s packaged food sector is responding to changing consumer expectations around everyday snacking, RiteBite Max Protein, the protein-snacks brand from Zydus Wellness has launched a new range of Millet Wafer Protein Bar. The product brings together a familiar wafer format with 10 grams of protein and millets, such as jowar.
The launch comes at a time when protein consumption is becoming mainstream and traditional grains are seeing renewed relevance, particularly among younger, urban consumers. According to industry reports, India’s healthy snacks market, valued at over USD 3.1 billion in 2025, continues to expand, while the global millet snacks market is projected to cross USD 4 billion by 2032, driven by demand for nutrient-dense, better-for-you alternatives.
Yet this evolution has also exposed a clear gap. “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 RiteBite Max Protein Millet Wafer Protein Bar has been developed in response to this emerging pattern, to create new expression of functional indulgence, and built on the idea ‘Protein Treating = No Cheating’. By introducing protein and millets into a light, crisp wafer that is free from maida, added sugar, and palm oil, the product aims to support the broader “back-to-roots” movement and coincide it with the rapid growth of protein-led diets. The wafer bars are available in three flavors, Choco Temptation, Coffee Mousse, and Strawberry Truffle.
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 launch is supported by a digital-led communication campaign, including two films and short-form content across platforms, focusing on everyday snacking moments rather than fitness-specific occasions.
The introduction of a millet-based protein wafer bar also underlines a broader development within the FMCG sector, where companies are increasingly reworking established snack formats to align with changing dietary conversations. As protein and millet continue to move into the mainstream, the category is likely to see further experimentation around how traditional indulgent products are reformulated to meet contemporary expectations.
