Mother Dairy's ‘Nutrifit’, small in size but big on immunity!

Company Brief

New Delhi, April 2, 2008

Mother Dairy, one of the most innovative and diversified Indian food and beverage companies, today announced the expansion of its probiotic portfolio by launching ‘Nutrifit’, a fermented probiotic milk drink in New Delhi. Renowned nutritionist Ms Ishi Khosla along with the winner of Boogie Woogie Little Champ, Master Aabhaas Yadav launched the new drink in the presence of Paul Thachil, Chief Executive Officer (Dairy & Foods), Mother Dairy Fruit & Vegetable Private Limited.

Speaking on the occasion, Paul Thachil, Chief Executive Officer, Mother Dairy Fruit & Vegetable Private Limited said, “The successful launch of our b-activ Probiotic Curd and Lassi showed us that Indians are open to healthier eating options which have clinically proven benefits without compromising on taste.” He added, “Mother Dairy has always introduced innovative and exciting products for kids. With the launch of ‘Nutrifit’, we further strengthen our association with kids, as this drink enables kids to boost their immunity levels by strengthening them from within. Apart from this, Nutrifit is also delicious to drink.”

Mother Dairy ‘Nutrifit’ probiotic drink uses established and clinically proven cultures, (Lactobacillus acidophilus 5 and BB12) and these probiotic strains can survive the "hostile" conditions of the digestive system. They reach the intestine in active form and bring about favorable changes which collectively result in strengthening the body’s natural defense system. Besides the benefit of strengthening immunity, Nutrifit also has all the goodness of milk.

The product is available in two exciting flavours, Mango and Strawberry and is priced at Rs 10/- for a 100 ml bottle. Nutrifit drinks are available in innovative packaging where four bottles are placed in an attractive holder. Initially Mother Dairy Nutrifit will be available in New Delhi and NCR. This will be launched subsequently in the rest of the country over a period of time.

Speaking at the event, Ms Ishi Khosla, a leading nutritionist in the capital said, “It is encouraging to know that Mother Dairy is addressing the key health concerns of most Indian parents by launching ‘Nutrifit’ probiotic drink. Children in the age group of 4 to 10 years are prone to fall ill quite often and this affects their ability to cope up with their daily routine. The advantage of Nutrifit is that it helps to built strong immunity levels among the kids. She further added, “the strain that is used in this product is highly beneficial in building immunity levels and regular intake of ‘Nutrifit’ probiotic drink ensures a stronger, more energetic and healthier kid.”

As part of its on-ground initiatives towards increasing the awareness of probiotic milk drink amongst kids, Mother Dairy is organising school contact programmes, titled ‘Mother Dairy Nutrifit Fiesta’. Covering over 140 schools in Delhi and NCR, Mother Dairy trained counselors are briefing parents on the needs & 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 are being awarded. The activity has been supported by branded stalls and merchandise at the venue for facilitating product sampling and visibility.

A comprehensive 360 degree communication campaign covering print, radio and outdoor advertising supports the launch of Mother Dairy ‘Nutrifit’ probiotic drink. Under its retail promotion programme, the company has tied up with leading modern retail format stores such as Spencers, Big Bazaar, Reliance Fresh, Big Apple etc. The product will also be available across all retail outlets and at Mother Dairy booths across Delhi and NCR.

For further information, please contact:

Madison Media Plus

Virakti Rustogi

Tel: 40551502

e-mail: virakti@del.madisonindia.com