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articleid=18133&sectionid=32 Top Indian health drinks Saturday, June 24, 2006 IST Sabyasachi Samajdar, New Delhi
Indian health drinks market is still in its infancy due to the lack of awareness among the population. In value terms, the health food drink market is around Rs 1, 400 crore and in volume terms around 65,000 tonnes per annum. GlaxoSmithkline (GSK) with four brands - Horlicks, Boost, Viva and Maltova - is the leader in Indian health drink market. Complan, GluconD from Heinz India and Cadbury India's Bournvita are also popular among the Indian health drink brands. According to retail audit unit ORG Marg, GSK with four brands in the category Horlicks, Boost, Viva and Maltova - has a 70 per cent volume market share and Complan's share is 13 per cent. No doubt, Horlicks is the leading health drink brands in India since 1930, immediately after its launch in the country. Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption. Boost is health food drink (HFD), which is positioned on the energy platform in India. Developed by the Indian R&D team in 1974, and launched in 1975-76 in Kerala, Boost has been one of the fastest growing brands in the Indian GSK Consumer portfolio. Realising that the energy segment had a huge potential, GSK India launched the brand as the 'Vitaminised Energy Fuel' with a unique chocomalt taste. The brand was launched nationally in the early 80s and has always been targetted at 8-14 year old boys. This is the section of population most enthusiastic about sports, and also with high-energy needs, in India. A ccording to GSK sources, Viva is based on the belief that a good start to the day ensures that rest of it goes well too. New Viva is Vitahelth, combination of nine essential vitamins (vitamin A, C, D, B1, B2, B6, B12, Niacin and Folic acid), Iron, Phosphorus and Calcium. Viva contains a natural goodness of milk, wheat and malted barley. Maltova, a chocolate health food drink, was acquired from Jagjit Industries in Feb 2000. According to GSK official sources, to kids Maltova is the fun health drink, which is extreamly tasty and makes nourishment truly enjoyable and exciting. It was relaunched in June 2002 with an enriched formulation and improved packaging. The relaunched Maltova had active rechargers, a combination of essential vitamins, minerals and carbohydrates. Maltova has again been restaged in November 2004, with an attractive new packaging that connotes an extreamely high taste appeal and a sense of fun and excitement. American foods major H J Heinz's Indian arm Heinz India has a strong market presence with brands like Complan and Glucon-D. Complan contributes 40 per cent to Heinz's sales. Heinz's most profitable products are Complan and GluconD. Even Glucon D has shed its health tag and repositioned itself as a fun drink. In 2001, Heinz launched a slew of new products - coffee flavoured Complan. Complan is ideal for convalescents and the elderly - complete nutrition when you're off your food , pregnant and nursing mothers provides vitamins and minerals necessary for good health , busy people - a satisfying lunchtime snack at home or at work , athletes - who require fluid, carbohydrate and high quality protein without the bulk of solid food. In early 1990s Cadbury reentered the health drink market with Bournvita, the product of essential vitamins and minerals with memorable campaigns based on the 'Tan ki Shakti, Man ki Shakti'. The next big breakthrough happened in 1999 when the brand was re-launched with a new RDA Balanced Formula. The brand was re-launched with a completely new identity in 2001. Bournvita has a unique taste that combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In 2001 Bournvita, complete with new packaging and design was re-launched. A loyalty programme, in the form of a Bournvita Nutrition Centre, dedicated to counseling mothers on her child's daily nutritional needs was opened. Cadbury Bournvita has been advertising since the 1970s. In the early years the positioning centred on 'Good upbringing' with Bournvita being an essential building block for children. In the 1980-82 years it was 'Goodness that grows with you'. By 1987, it had become the more aggressive 'Brought up right, Bournvita bright'. In the last decade of the 20th Century, competition between children was becoming intense and Bournvita was there with its 'Extra energy to stay ahead'. In the 1992-95 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita nutrition, right nutrition) encouraged consumption. In the following year 'Confidence kuch kar dikhane ka' (Confidence to achieve) became the reason to buy. The current Cadbury Bournvita positioning suggests that it contains specific ingredients that augment stamina and concentration in children.

Boost (health food)

From Wikipedia, the free encyclopedia Jump to: navigation, search Boost Manufacturer Country of origin Introduced Flavor Website GlaxoSmithKline India 1977 Chocolate http://www.gsk-ch.in/Boost.aspx

Boost is a chocolate-flavored health food drink manufactured by GlaxoSmithKline. It was launched in 1977 in India. Brand ambassador for Boost in 1986 was the cricketer Kapil Dev. Sachin Tendulkar became the brand ambassador with his debut in 1989. Virender Sehwag joined in 2002. Later in 2008, Mahendra Singh Dhoni became the brand ambassador. The product's slogan "Boost is the secret of my energy" is ubiquitous in India.[citation needed]

Introduction
Boost is a nutritional health drink, especially for children.[citation needed] Boost is one of the major players in the Rs 1400 crore (14 billion) Indian Health Food Drink (HFD) market. The HFD market has two segments: white powder and brown. Boost is a malt-based milk additive with the flavor of chocolate. It is one of the chocolate-flavored health food drinks made by GlaxoSmithKline, the other being Horlicks. Boost has a share of around 12% in the HFD market.[citation needed] Boost is positioned as an energy drink. The tagline "Boost is the secret of my energy" has remained popular all through these years.[citation needed] The tagline has highest recall among the TG. Boost is also the first HFD brand to be endorsed by a celebrity. It was launched in 1977 in India.[citation needed]

Manufacture
Boost is manufactured by GlaxoSmithKline. GlaxoSmithKline is a United Kingdom-based pharmaceutical, biological, and health care company. It also has a Consumer Healthcare operation comprising leading oral healthcare products, nutritional drinks, and over-the-counter medicines. The brand became national in the 1980s. Glaxo rules the Indian HFD market with a

share of around 64%. The market is ruled by Horlicks and the leader is flanked by Maltova and Viva.[citation needed]

Market
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Boost is a part of Indian Health Food Drinks (HFD). HFD is targeted at children aged 518. The market is huge since this is the age group that demands some kind of energy drink. The kids are active and playing during this age and the pressure is on the homemaker to keep the energy level of the kids high using some drinks. Boost was innovative not only in the promotion front but also in product improvements. In 2002, as a part of its repositioning, the brand came out with Power Boosters: which contains copper and biotin. It was first of its kind in this segment. Boost also innovated in packaging. Over these years, the packaging became contemporary and stylish to reflect changing consumer preferences. This was good enough to attract children. With competitors like Bournvita, Complan, Horlicks, this brand had to attract the children and provide them with a better, healthy, tasty, and nutritional energy drink.

http://www.gsk-ch.in/boost.aspx

'Boost is the secret of winning Introduction Boost is India's leading malt-based Drink in a chocolate flavor. It was company's R&D team in 1974 and launched in 1975-76. Its success characterizes the manner and skill with which GlaxoSmithKline Consumer Healthcare has responded to the changing contours of this product segment in recent times. Boost has a market share of 13.5% countrywide amongst all Health Food Drinks (HFD), while in South India - the biggest region for the category - it commands a market share of 26%. (Source: ACNeilsen Retail Audit) The Firsts!

energy!'

Health Food developed by the

Boost is the first HFD to have used celebrity endorsement to

convey its energy proposition and has thereby successfully differentiated itself from other brands. It has been successfully endorsed by India's most famous cricket stars, particularly those with a humungous following among children. Kapil Dev, the most charismatic cricketer of his time flagged this off in the 1980s. The baton passed to Sachin Tendulkar in the 1990s. Sachin has remained steadfast in his support for Boost with the explosive Virender Sehwag joining the Little Master as brand ambassador in 2001. In 2008, the current Indian cricket captain Mahendra Singh Dhoni also joined the brand as a brand ambassador. It is also the first brand in this segment to have developed a 'shrink-sleeved' packaging way back in 1999. In recognition of this, Boost has won the prestigious World Star award for its packaging. Boost also won the India Star Award for Best Packaging in 2007 and the World Star Award for Packaging in 2008. Boost is India?s only* health food drink scientifically proven to increase stamina by 3 times+.

Continuous Innovation With the brand philosophy being to continuously innovate and pioneer changes, in line with the changing market dynamics and ongoing consumer feedback, Boost has been restaged in Oct 2011. The brand now offers:

A more sporty, more convenient & exciting bottle structure Exciting new graphics exciting new graphics Compelling advertising with a high visual appeal that depicts the winning energy we all aspire to have.

EnVita** Nutrients New Boost is a malt-based health food drink which comes in a chocolate flavor. It is now enriched with EnVita Nutrients ? a unique scientific combination of essential vitamins and minerals that significantly improve the levels of key nutrients, important for energy metabolism to help increase stamina. NUTRITIONAL FACTS Nutrient Functions EnVita Nutrients** - Delivery per Serve (20g) Iron - 8.9 mg Important for healthy blood to support Vitamin C - 37.6 mg optimal oxygen carrying capacity essential for stamina Vitamins B1, B2, B6, Niacin, Energy release from food for efficient Pantothenic Acid, Biotin (50%) working of body cells Magnesium, Zinc (17%); Vitamin B12 - 1.13 mcg Which help in optimal utilization of Folic Acid - 112.5 mcg oxygen by the body important for stamina

Vitamin B2 - 0.56 mg Vitamin B6 - 0.63 mg Vitamin B1 - 0.56 mg Niacin - 6.0 mg Biotin - 5.0 mcg Panthotenic Acid - 1.0 mg Iodine - 39.6 mcg Magnesium - 16.5 mcg Vitamin A - 125.0 mg Copper - 175.0 mcg Zinc - 0.92 mg Vitamin D - 0.63 mcg Calcium - 115.5 mg Protein - 1.5g

Which help in energy release from food essential for efficient working of body cells

Which help protect from excessive cell damage due to oxidative stress Which help in maintenance of optimal bone & muscle health for strength

**Term Envita Nutrients is a creative rendition for the micronutrients that have a role in energy metabolism and physical performance (endurance). Things you didn't know about Boost

Sachin Tendulkar appeared in a Boost advertisement for the first time at the age of seventeen. The kid, who starred in the Boost advertisement with Kapil Dev, went on to become a member of the Indian cricket team - Nikhil Chopra. There is a range of interesting products prepared with Boost which cater to local tastes: the Boost 'barfis', for example, in certain parts of India.