danone: Danone forays into kids health drink category

danone: Danone forays into kids health drink category

Nutrition products maker Danone India has extended its health and nutrition portfolio with a foray into the health drink category for children, a category so far led by ’s Horlicks and Bournvita from Mondelez.

Danone said in a statement its new brand, AptaGrow, will address nutrition requirements of children in the age group of three-six years. The children’s health drink category is estimated at Rs 650 crore.

The company cited a recent report by Momspresso which surveyed 1,200 urban mothers, according to which 73% mothers said poor absorption of nutrients results in poor growth of children, and noted concerns such as height, muscle growth and brain development. Danone India managing director Himanshu Bakshi said in the statement the product will address concerns mothers have regarding nutrition intake of their children.

Danone started its nutrition business in India in 2012 with the acquisition of the nutrition portfolio of Wockhardt group, and makes Aptamil, Neocate, Farex, Protinex, Dexolac and Nusobee.

A report released earlier this year by Danone and CII said nearly one out of two Indians had a poor quality of life, mapped on parameters such as physical and psychological health, social relationships and environment. According to the survey, poor dietary habits, erratic sleep schedules and sedentary lifestyles adversely impacted the quality of life of people.

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