Danone India expands its health and nutrition portfolio with AptaGrow

With its mission ‘to bring health through food to as many people as possible, Danone India recently 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 to 6 years 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 and DHA for children's physical and cognitive development. 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 1200 urban mothers indicated that 80% of mothers were concerned about their child’s growth while 69% felt their child is not growing up to their expectations. 73% 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.

According to Danone, AptaGrow is tailored to meet the nutritional needs of growing Indian children. It has 100% 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 healthy growth in kids, making this tasty chocolate or 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 650-crore health drink category for children in India. AptaGrow will soon be available in Andhra Pradesh, Telangana, and West Bengal through leading modern trade stores, local stores, pharmacies and eCommerce platforms like Amazon, Big Basket, PharmEasy, etc in 400g packs size.