Review 2007: Marketing trends : Marketers hit the health highway

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Major FMCG companies have ended the year on a healthy note, with all of them extending interest in the health food category. They have not even spared their well-known brands while upping the health consciousness ante. For instance Dabur, a major player in the health and wellness segment, has launched a zero sugar variant of its flagship brand Chawayanprash named Chawayan Prakash. ITC Foods, which already has a Sachin fit-kit in the market to cater to the increasingly health conscious consumers, also announced the launch of Flaxseed biscuits under the Sunfeast brand in the year gone by. This would be the third offering in the category from the stable of the tobacco-to-food-to hospitality major ITC. To ramp up the health food segment, ITC Foods announced that it would pump in another Rs 100 crore to launch new products and brands in the category.

Looking at the cola majors, both Pepsico Foods and Coca-Cola are in the race for health foods. Pepsi Foods already has plans to widen the Tropicana brands in the coming year. There are also reports that company would bring in some nutritional drinks to the domestic market as well. These drinks can be soya-milk or plain-milk based alternatives. On the other hand, Coca-Cola launched company’s first healthy beverage in the pulpy fruit juice category under the Minute Maid brand.

Dabur Foods has also done a lot to strengthen the fruit juices brand Real by adding more flavours and giving a fresh look and feel to the brand in the past year. The consumer goods leader Hindustan Unilever is also entering the health food segment under the Amaze Brainfood brand that is already launched in Turkey.

Other than consumer goods companies, retailers are also joining the health bandwagon, through their health and beauty stores. Dabur came up with their stores under the brand name of NewU, while Reliance named its stores as Reliance Wellness. Apart from this, some global players also have set up shops here such as Body Shop and MAC.

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Neeta Nair

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