Pro-biotic seems to be the new health mantra. First came curd and lassi, and now drinks. In a bid to expand its pro-biotic portfolio Mother Dairy has launched Nutrifit, a fermented pro-biotic drink, in Delhi and NCR.
Commenting on the launch, Paul Thachil, CEO, Mother Dairy Fruit & Vegetable Pvt Ltd, said, “The successful launch of our B-Activ Pro-biotic Curd and Lassi showed us that Indians are open to healthier eating options which have clinically proven benefits without compromising on taste. With the launch of Nutrifit, we are further strengthening our association with kids. This drink boosts the immunity levels of kids by strengthening them from within.”
He further said, “We have captured 15-20 per cent market share with our B-Activ Pro-biotic Curd and Lassi and are expecting a good response to Nutrifit as well.”
Nutrifit would be available in two flavours – mango and strawberry – and is priced at Rs 10 for a 100 ml bottle. Aabhas Yadav, winner of the dance reality show for kids ‘Boogie Woogie Little Champs’, has been roped in as brand ambassador.
A comprehensive 360-degree communication campaign covering print, radio and outdoor has been initiated. Saatchi & Saatchi has created the print campaigns. The first print campaign is breaking from April 4, with follow-up ads in all English and Hindi dailies in Delhi and the NCR. The communication will also focus on child-centric publications such as Femina, Parenting, etc. There are also plans for outdoor campaign through banners, retail collateral and POS.
Meanwhile, as part of its on-ground initiatives towards increasing awareness about pro-biotic milk drink amongst kids, Mother Dairy is organising school contact programmes, titled ‘Mother Dairy Nutrifit Fiesta’. It will cover over 140 schools in Delhi and NCR, where counselors especially trained by Mother Dairy would brief parents on the needs and benefits of Nutrifit during PTA meetings. Also, the company has introduced ‘Nutrifit Citation’ for the section with the best attendance record across 50 shortlisted schools, wherein classes with maximum attendance would be awarded. The activity would also be supported by branded stalls and merchandise at the venue for facilitating product sampling and visibility.
Under its retail promotion programme the company has tied up with leading retail format stores such as Spencers, Big Bazaar, Reliance Fresh, Big Apple, etc. The product would also be available across all retail outlets and at Mother Dairy booths across Delhi and NCR.