Zydus Wellness Expands RiteBite with Millet Wafer Protein Bars

RiteBite Max Protein, Zydus Wellness’ protein-snacks brand, has launched a new range of Millet Wafer Protein Bars. These bars combine 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 increasingly mainstream and traditional grains are regaining relevance, particularly among younger, urban consumers. According to industry reports, India’s healthy snacks market, valued at over $3.1 billion in 2025, continues to expand, while the global millet snacks market is projected to cross $4 billion by 2032, driven by demand for nutrient-rich, better alternatives. 

Tarun Arora, CEO of Zydus Wellness, said, “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.”

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. 

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.