Amul Introduces Amul PRO Malt Beverage

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By Rajiv
Date  12 April 2012

Gujarat Cooperative Milk Marketing Federation (Amul), India’s largest food products marketing organization announced the launch of Amul PRO, its new Whey Protein Malt Beverage brand.

Amul, with annual sales turnover of approx Rs 12,000 crores, is the market leader in all dairy product categories. The launch of Amul PRO would be another big step forward in strengthening its Health and Nutrition portfolio. With this launch Amul plans to improve its presence in the Rs 2500 crore Milk Food Drinks market.

Announcing the launch of Amul PRO, Shri RS Sodhi, Managing Director, GCMMF said that the product development team had worked extensively to bring out a product, which is superior to other key Brown Health Drinks brands, not only in nutritive value but also in taste. Amul PRO is fortified with 27 vital nutrients, whey protein and DHA. It is priced at over 20% discount to competitor brands with similar ingredients, making nutrition more affordable to consumers.  The product would be introduced in an attractive glass cube jar, which is a first of its kind pack in the category and is sure to catch the attention of the consumers.

Amul PRO is targeted at children between the age group of 2 years to 15 years, the period which signifies the growth phase of a child.  However, given the nutritive value of the product, it expects consumers across all age groups to be users of the product. As compared with the competing brands, Amul PRO ranks higher in key nutrients like Proteins, Calcium, Potassium, Vitamin A, Vitamin D and Vitamin B2. It also contains Whey Protein, which is considered as Complete Protein as it contains all the essential amino acids. It is easy to digest and provides quick nourishment to muscles. One of the key USPs of Amul PRO is DHA or Docoashexoenoic Acid which is an essential fatty acid required for optimal development and function of brain. DHA cannot be manufactured in human body and must be obtained daily through our diets. DHA is to the brain as Calcium is to the bones.

Amul, which is synonymous to quality to Indian consumers, lives upto its reputation of providing high quality products at value for money price to consumers.  Amul PRO 500g Cube Glass Jar has been priced at Rs 150 per pack and 500g Refill would be available at Rs 140 to consumers.

The product will be launched across the country in April. The launch of the product will be supported by a mega advertising campaign which includes television, print media, outdoor promotions and various on ground activities.

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