Protinex Grow to be launched by Danone India in West Bengal and Karnataka in the first phase
Danone aims to double its Nutrition business in India by 2020
Danone, a global food company with a mission â€˜to bring health through food to as many people as possibleâ€™, announced expansion plans in the family health-food-drinks (HFDs) segment with the launch ofÂ Protinex Grow– a health drink especially formulatedÂ for adolescents ( 8-15 Years). Danone India’s 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, â€œThe launch of Protinex Grow isÂ a unique innovation in the family Health Food Drinksâ€™ segment thatÂ addresses the specific protein requirements ofÂ children during the second growth spurt.â€
He added, â€œWe have aggressive plans to double our sales in the nutrition portfolioÂ 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.â€
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, â€œSecond growth spurt, which occurs between ages 8 and 15 years, is a critical phase in a childâ€™s growth cycle and is their last opportunity to grow.Â Â 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 inÂ adolescence as compared to childhood. Protinex Grow will help address this need. â€