The ready-to-drink nutritional milkshake targets children aged seven and above and expands Complan into a new consumption occasion
Zydus Wellness has entered India’s ready-to-drink (RTD) dairy beverages segment with Complan Powerplay, a nutritional milkshake targeted at children aged seven and above. The product is available in Chocolate and Vanilla variants in a 160 ml serving.
Each 160 ml serving contains 10g of milk protein, along with calcium and 30 per cent of the recommended daily allowance of Vitamin D2, according to the company. The product also contains prebiotics and has no added sugar, preservatives, artificial colours or artificial flavours.
Zydus Wellness estimates India’s milkshakes and flavoured milk category at around Rs 1,700 crore. The company said Complan Powerplay has been developed for consumption beyond traditional mealtimes, including school, sports and hobby-related occasions.
“Children’s lifestyles today are fundamentally different from what they were a decade ago, and nutrition solutions must evolve alongside them…At Zydus Wellness, our innovation strategy is centred on identifying emerging consumer behaviours and creating relevant formats that seamlessly fit into everyday life” said Tarun Arora, CEO and Whole Time Director, Zydus Wellness.
The company said Complan Powerplay is part of its strategy to introduce the brand in new formats and consumption occasions. The product marks Complan’s entry into the RTD dairy beverages segment.
Zydus Wellness has also introduced an integrated campaign, ‘Har Passion Ko Do Poshan’, to support the product. The campaign is being promoted across television and digital platforms, including Meta, YouTube and Snapchat.
The entry gives Complan access to a broader set of consumption occasions within the dairy beverages market, while allowing Zydus Wellness to extend an established nutrition brand into a ready-to-drink format. Zydus Wellness has Complan, Sugar Free, Glucon-D, Nutralite, Everyuth, Nycil and RiteBite Max Protein among its consumer brands.
