After introducing Probiotic curd, Nestle has further expanded its health offering with the launch of Nesvita Pro Heart milk with Omega 3. With this, Nestle enters a new category. According to Nestle, this innovation further underscores its strategy to use its knowledge of nutrition and science to enhance nutrition and health in products for everyday use.
Citing a WHO report, Nestle said, “Indians are likely to continue 60 per cent of the world’s cardiac patients by 2010. This is mainly due to increased cholesterol levels driven by unhealthy and stressful lifestyle in modern day India.” Priced at Rs 40 for a one litre pack, Nestle claims that Nesvita Pro Heart milk helps manage cholesterol and is 98 per cent fat free.
Mayank Trivedi, General Manager-Dairy, Nestle India, said, “Our research revealed that as consumers become more health conscious, they look for healthier foods to help manage cholesterol in their everyday diet. Based on this insight, Nestle India used its knowledge of scientific nutrition to develop milk with Omega 3. Since milk products are consumed daily, this will help consumers make cholesterol management part of their daily diet. This milk continues to provide all the other benefits associated with milk.”
Regarding advertising plans, Trivedi said, “We are doing print and OOH campaigns. The campaigns are breaking in a few days.”
He further said, “We are targeting older age group in metros. This product will be available through our national network in metros. We will take it to smaller cities and towns later.” According to him, there were no competitors in India in this segment.