Britannia launches health drink for kids

CHENNAI: In order to give fillip to its dairy business, Britannia Industries on Friday launched a new milk-based health drink for children. Branded Actimind, the product, priced at Rs 15 for 150 ml, is currently being piloted in five cities in Tamil Nadu.
"We had just cheese, dairy whitener and butter under our dairy range a few years back. Around 18 months ago, we started adding other everyday products with focus on health and nutrition," Britannia Industries MD Vinita Bali told reporters here.

Britannia���s dairy line-up includes products like cheese, butter and long-standing milk in tetra-pak and earns revenues of nearly Rs 200 crore annually. The company has aggressive plans to grow this business, which contributes to under 10% of its overall turnover. Annually, this business is growing at 15-17%.

There will be big focus on the cheese business with new formats, SKUs and price points, Britannia Industries dairy business head Vinod Menon said, adding: "We will soon introduce cheese in some new interesting formats targeted at children." These will include variants like cheese dips and cream cheese.

The national cheese market is estimated at Rs 220 crore. Britannia has a 50% share of the Rs 150-crore organised segment.