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Writer: Source: Business Line - Tuesday, Mar 21,2006 8:08 AM

Amul launches sports drink `Stamina'

`Stamina', claimed by Amul to be India's first-ever instant energy sports drink has been formally launched here. At present, only imported energy drinks are available.

Gujarat Co-operative Milk Marketing Federation (Amul), the largest food-marketing organisation with a turnover of over Rs 3,500 crore, said Stamina is scientifically formulated and endorsed by Apollo Hospitals.

At the launch press conference, the Zonal Manager (South), Mr J. Rajan, said Stamina would be available in refreshing Lime & Lemon flavour at a price of Rs 12 per pack of 200 ml in tetra pak packages.

While imported energy drinks are carbonated sugar drinks and priced high, Amul's Stamina is a whey-based, protein drink containing electrolytes, vitamins and minerals in easy to digest form. It is targeted at sport persons and the highly active groups, especially youngsters.

Being the market leader in nutritious products, Amul decided to step into this segment so that consumers can get the best nutrition possible at a reasonable price, he said. The DIG of Police, CRPF, Mr Radha Krishna, received the first pack.

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