Danone Expands Into Health Drink Segment With Protinex Grow

The health drink market is one that is both growing and expanding right now. With every brand dipping into the same market, it’s become quite competitive. Joining the ranks is dairy company Danone.

The company announced expansion plans into the health food drinks segment (HFD) with the launch of Protinex Grow. This is a health drink formulated for adolescents and will be launched in West Bengal and Karnataka in the first phase, because collectively the states have a market share of 22% of the family HFD business in the country.

Rodrigo Lima, MD for Danone India said, “The launch of Protinex Grow is a unique innovation in the family Health Food Drinks’ segment that addresses the specific protein requirements of children during the second growth spurt.” He also added by saying, “We have aggressive plans to double our sales in the nutrition portfolio by 2020 and also grow the overall business in India. We have lined up 10 new launches this year to expand our portfolio. We recently launched our global infant formula brand Aptamil in India.”

Protinex Grow is a nutritional supplements brand that is formulated with hydrolysed proteins that caters to the nutritional needs of adults and children.