Danone, a global food company, has announced its expansion plans in the health-food-drinks (HFDs) segment with the launch of Protinex Grow, a health drink especially formulated for adolescents . It has introduced Protinex Grow in West Bengal and Karnataka in the first phase, which collectively hold 22 per cent market share in the segment. Currently, the company’s products are available only in urban markets in India. In the past six years, Danone has invested Rs1,800 crore in its India operations. The money has been spent on building manufacturing facilities in Haryana and Punjab, setting up the head office in Mumbai and the acquisition of Wockhardt Group’s nutrition business in 2011.” As our volumes increase and we get closer to full capacity utilization, we would be able to reduce our prices by more than 20%, “said Danone India Managing Director Rodrigo Lima. Commenting on the launch, Mr Lima 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 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. ”