RiteBite Max Protein, the protein-focused snack brand from Zydus Wellness, has entered the wafer segment with the launch of its new millet-based protein wafer bars, marking a fresh take on familiar indulgent snacks. The move reflects a growing shift in Indian snacking habits, where consumers increasingly seek products that deliver both taste and nutrition without compromising on everyday appeal.

The newly launched range blends a light wafer format with 10 grams of protein and traditional millets such as jowar. This combination responds to two converging trends shaping the FMCG space: the rising mainstream interest in protein consumption and the renewed relevance of indigenous grains in daily diets. As India’s healthy snacking category expands, urban consumers are actively looking for options that go beyond functional nutrition to fit casual, on-the-go eating moments.

The launch also addresses a long-standing gap in the snack aisle. Conventional wafers and sweet snacks continue to dominate indulgence-led consumption but often offer limited nutritional value. On the other hand, protein-rich products have largely been confined to dense bars and powders, designed more for fitness routines than everyday snacking.

Positioned as a lighter, more accessible alternative, the millet wafer protein bars are made without maida, added sugar or palm oil. They are available in three flavors-Choco Temptation, Coffee Mousse and Strawberry Truffle-aimed at retaining indulgence while adding nutritional credibility.

Supporting the launch is a digital-first campaign that highlights real-life consumption occasions instead of traditional fitness-focused storytelling. Overall, the introduction underscores a broader FMCG trend where established snack formats are being reimagined to align with evolving conversations around ingredients, balance and modern Indian eating habits.