Danone enters kids health drink biz

Kolkata: Danone India has entered Rs 650crore kids health drink category with the launch of AptaGrow in West Bengal, Andhra Pradesh and Telangana.
The launch has taken place following a pan-India survey conducted by Danone in partnership with Mompresso, with a sample size of 1,200 urban mothers, including 200 mothers in Bengal alone.
“The survey revealed that 80% of mothers were concerned with their child’s growth and development and two-third were not satisfied with what they were giving to children in terms of nutrition.Thus, considering that the age group of three-six years is extremely critical for the right growth and development of children, we decided to launch AptaGrow,” said Sriram Padmanabhan, marketing director, Danone India.
The overall market size of the nutritional health drink category in India is Rs 6,600 crore, out of which, the adult health drink segment alone constitutes Rs 1,000 crore. Danone’s Protinex is a leading brand in the adult health drink segment. In 2019, Danone introduced zero-sugar variants of Protinex in two flavours — vanilla and chocolate.
AptaGrow is a nutritional health drink for kids in the age group of three-six years. The product will be made available across different channels — from grocers to pharmacy channels to e-commerce platforms like Amazon, Big Basket and PharmEasy.