Parag Milk Foods has launched Avvatar Advanced Muscle Gainer, a product specially designed to support lean muscle gain with controlled fat levels. The product is available in a rich chocolate flavour with pack sizes of 3.3 lbs, 6 lbs and 10 lbs.

The science behind the product is a protein-carbohydrate matrix which is a combination of both complex and simple carbohydrates along with proteins so that while the body's immediate need for energy is met by the simple carbohydrates, the complex carbohydrates provide a sustained release of energy, sparing the protein for muscle repair and growth. This method is more suitable for long term muscle gain, unlike the traditional methods that make the body go through the extreme of gaining unhealthy fat first through bulking up temporarily, and then having to cut down again.

Devendra Shah, Chairman of Parag Milk Foods, said, ''At Parag, we have always led through innovation and have created products that re-define categories and in many cases, we have launched products for the first time in India-Avvatar Advanced Whey Protein is an example of that endeavour. India's growing fitness wave and exercise culture continue to support growth in sports nutrition. The launch of Advanced Muscle Gainer under the existing brand Avvatar is a strategic push for expanding our portfolio of value added products, specifically within the protein and health supplement segment that we have identified as a key growth driver. Our goal is to become the largest dairy FMCG company that emphasizes on health and nutrition to consumers.''

Shares of the company gained Rs 2.15, or 0.72%, to trade at Rs 302.70. The total volume of shares traded was 22,804 at the BSE (9.59 a.m., Thursday).