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Danone India, with its mission to bring health through food to as many people as possible, entered into the health drink category for children with the launch of AptaGrow. 

The product will address the nutrition requirement of children in the age group of 3-6years and will be available in Tasty Chocolate and Vanilla flavor. AptaGrow is a scientifically designed health drink for children with 37 nutrients that includes a unique blend of prebiotics & DHA for the physical and cognitive development of children. Its unique nutri-absorb formula enables better absorption of key nutrients which support better growth.

In India, young children suffer from the dual burden of under and over-nutrition leading to key growth concerns. A recent survey conducted by Momspresso with 1,200 urban mothers indicated that 80 percent of mothers were concerned about their child’s growth while 69 percent felt their child is not growing up to their expectations. 73 percent of mothers believed that poor absorption of nutrients results in poor growth. The top 3 concerns that emerged from the survey were height, muscle growth, and brain development. 

AptaGrow is tailored to meet the nutritional needs of growing Indian children. It has 100 percent milk protein and calcium to support height gain, Prebiotics, and Vitamin A, C, D to support immune health, and DHA, iron, folic acid, and iodine to support brain development. This low-fat drink helps in healthy growth in kids which makes this tasty chocolate/vanilla flavored nutritious health drink the perfect choice.

Speaking at the launch, Himanshu Bakshi, Managing Director, Danone India said, “At Danone, our goal is to innovate and offer products and services that meet the nutritional needs and expectations of consumers at every stage of life. With this launch, we endeavor to support healthy eating and drinking habits from an early age since these are the foundation years that contribute to health later in life. AptaGrow is scientifically designed to meet the nutritional needs of growing children and address concerns mothers have regarding the nutrition intake of their children”.

With the launch of AptaGrow, Danone India has entered the Rs 650 crore health drink category for children in India. AptaGrow will soon be available in the states of Andhra Pradesh, Telangana, and West Bengal through leading modern trade stores, local stores, pharmacies and e-commerce platforms like Amazon, Big Basket, PharmEasy, etc in 400g packs size.

Source : ET Retail Oct 28 2021