Danone India, with its mission ‘to bring health through food to as many people as possible, 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 – 6 years and will be available in Tasty Chocolate and Vanilla flavors. AptaGrow is a scientifically designed health drink for children with 37 nutrients that includes a unique blend of prebiotics and 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 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.
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 in healthy growth in kids.
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 the states of Andhra Pradesh, Telangana, and West Bengal through leading modern trade stores, local stores, pharmacies, and eCommerce platforms like Amazon, Big Basket, PharmEasy in 400-gram packs size.
Danone is a multi-local food and beverage company building on health-focused and fast-growing categories in 3 businesses – essential dairy and plant-based products, waters, and specialized nutrition. With its ‘One Planet. One Health’ frame of action, which considers the health of people and the planet as intimately interconnected, Danone aims to inspire healthier and more sustainable eating and drinking practices. In India, Danone started its nutrition business in 2012 through the acquisition of the nutrition portfolio from Wockhardt group. Danone India embodies a holistic approach offering a full range of products across life stages under recognized brands like Aptamil, Neocate, Farex, Protinex, Dexolac, and Nusobee.
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Naresh Khanna – 10 February 2025
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