- Protinex Grow to be launched in West Bengal and Karnataka in the first phase
- Danone aims to double its Nutrition business in India by 2020
Kolkata: Danone, a global food company with a mission ‘to bring health through food to as many people as possible’, announced expansion plans in the family health-food-drinks (HFDs) segment with the launch of Protinex Grow- a health drink especially formulated for adolescents ( 8-15 Years). Protinex grow contains 50% more protein than other health drinks and is designed to meet the protein requirements during the second growth spurt.
Commenting on the launch, Mr. Rodrigo Lima, Managing Director, Danone India said, “The launch of Protinex Grow is a unique innovation in the family Health Food Drinks’ segment that addresses the specific protein requirements of children during the second growth spurt.”
He added, “We have aggressive plans to double our sales in the nutrition portfolio by 2020 and also grow the overall business in India. We have lined up 10 new launches this year to expand our portfolio. We recently launched our global infant formula brand Aptamil in India.”
Protinex Grow will be launched in West Bengal and Karnataka in the first phase. These states collectively have a market share of 22% of the family HFD business of India. The launch will be supported with a 360-degree marketing campaign including regional TVC, print advertisements, digital and direct marketing. Protinex Grow comes in two flavours- Chocolate and Malt and is priced at INR 320/- for a 400g pack.
According to Dr. Nandan Joshi, Medical Director, Danone India, “Second growth spurt, which occurs between ages 8 and 15 years, is a critical phase in a child’s growth cycle and is their last opportunity to grow. In this phase, over 80% of adolescent growth is completed, around 50% of adult weight and muscle mass is gained and 20% of adult height is attained. Protein requirement doubles in¬ adolescence as compared to childhood. Protinex Grow will help address this need. ”
Protinex is a trusted brand with a history of more than 50 years. It is one of India’s most prescribed nutritional supplements that is scientifically formulated with the power of hydrolysed proteins that caters to the nutritional needs of adults and children. It comes in different flavours like elaichi, tasty chocolate, vanilla and original. There is a special variant for Diabetics and one for pregnant women by the name Mama Protinex.
About Danone in India
Danone is a global food company that holds top positions globally through four businesses: Fresh Dairy Products, Early Life Nutrition, Waters and Medical Nutrition with a combined turnover of 21.9 Billion Euros in 2016 Danone is operating in more than 130 countries across five continents.
In India, Danone started its dairy business in 2010, while the nutrition business was started in 2012 through the acquisition of the nutrition portfolio from Wockhardt Group. Danone Dairy has wooed the Indian consumer with its UHT and fresh dairy innovations that are tailored for Indian market such as mishti doi, chaas, lassi, dahi, flavoured yoghurts and smoothies. Danone’s life nutrition business (Nutricia) embodies a holistic nutrition approach offering a full range of products for pregnant mothers, infants, young children as well as adults, under recognized brands like Farex, Protinex, Dexolac and Nusobee.