Dr Reddy’s Laboratories has recently announced the entry into the nutrition segment with the launch of diabetic-friendly drink ‘Celevida’ in India. According to the press release, this is a first-of-its-kind under Dr Reddy’s nutrition portfolio and clinically proven to help manage blood glucose levels among Indian patients.
The company also stated that the brand ‘Celevida’ is derived from two words ‘Celebration’ and ‘Vida’, which means ‘Celebrate Life’. It is available in two flavors that is Kesar Elachi and Chocolate, which were tested for taste with more than 300 diabetics and prediabetics.
“We are pleased to mark our foray into the nutrition segment with Celevida, which will address the unmet nutrition needs of the patients in India. Through this nutrition drink, we continue to work towards making a positive impact on people’s health and quality of life,” M V Ramana, chief executive officer – Branded Markets (India and Emerging Markets) at Dr Reddy’s Laboratories said.
Dr Reddy’s, Celevida is formulated to have high protein (28-30 %), high fiber (12-18 %) and slowly digested carbohydrates, which will support in managing the postprandial blood glucose response and satiety.
The company also claimed that the product contains a high amount of plant protein that comes from Soy, Ragi, and Gram flours. The product has 20 vitamins and minerals, and ingredients such as folate, iron, magnesium, pantothenic acid, riboflavin, Vitamin B12, Vitamin B6 and Vitamin C that would further support in managing tiredness and fatigue.