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Nestle to tap fruit-based milk drinks segment

30-August-2001
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Nestle to tap fruit-based milk drinks segment

After milk, dahi and butter, Nestle India plans to tap the emerging market of fruit-based milk drinks in the country. The company is also conducting an extensive market research code named ‘Operation Som Ras’ to study the untapped chilled dairy drinks segment and its possible business potential.

According to industry sources one of the first products being given a close look is a mango-based milk drink packaged in tetrapacks under the operational name of Nestle Natural Fruit-n-Milk. The company is also looking at other flavours such as banana, strawberry and mango.

The product is likely to be targeted at children and is expected to take on its closest competitor Britannia’s Milk Man.

Nestle recently entered new—low margin high volume—businesses like bottled water, dahi, UHT milk and most recently table butter. The company has also signed a strategic alliance with Nilgiris in the south for manufacture of all ‘chilled’ dairy items.

Nestle’s existing dairy products profile covers infant milk formulae -Lactogen, dairy whitener, milk powder and ghee-Everyday, sweetened condensed milk-Milkmaid, UHT milk-Pure Milk, curd-Dahi and butter-Nestle Butter.

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