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Nestle banks on healthy yogurt plank

27-July-2007
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Nestle banks on healthy yogurt plank

In a bid to further expand its product range and keeping in mind growing concerns over obesity, Nestle India has added another new variant of yogurt to its milk products and nutrition brand segment. Nestle Nesvita Dahi with Probiotic is a low-fat yogurt made with a specially chosen and unique probiotic that helps maintain healthy digestion more effectively than ordinary yogurt. Probiotic is a live bacteria which, when ingested in proper quantity, has a beneficial effect.

This is the fifth brand in the milk products and nutrition segment of Nestle India, and the company is heavily betting on consumer trends and the emerging retail environment for promoting this new product. The yogurt portfolio is very significant for Nestle India, and currently, the entire milk and nutrition products contribute 48 per cent of the company’s turnover. Priced a little higher than the usually available yogurt at Rs 12 and Rs 25 for 200 gm and 400 gm, respectively, Nestle Nesvita Dahi is targetted the health conscious consumer and has a shelf life of 15 days.

Mayank Trivedi, General Manager-Dairy division, Nestle India, said, “Nestle Nesvita Dahi can be consumed daily and in all preparations where regular yogurt is used, with far superior health benefits.” When questioned whether this new variant of yogurt would cannibalise Nestle India’s already existing yogurt brands, he denied the same, stating that Nestle Nesvita Dahi was primarily focussed on the health aspect.

Currently, Nestle Nesvita Dahi has been launched in Delhi and will be subsequently taken to the other five metros – Mumbai, Kolkata, Bangalore, Chennai and Hyderabad. This will be followed by launches in other smaller towns. Currently, the Nestle Nesvita Dahi is being manufactured in Haryana, and the company sources the milk from 85,000 farmers in Punjab for all its dairy products. In the yogurt market, Nestle India faces competition from Amul and Mother Diary, as also from the many local diary product players across the country.

The company is bullish about promoting this new product, and is heavily relying on print and conventional outdoor media for the same. There are no television commercials planned yet for Nestle Nesvita Dahi. Trivedi added that there would be interactive on-ground activities at several places across the country when the product was launched in those places.

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