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Danone begins test-marketing flavoured milk
Our Bureau
Date of posting: 08-03-10
      Groupe Danone has begun test-marketing flavoured milk in India. The brand, Danone Choco Plus milk, is priced at Rs 15 (25 €-cents) for a 200-ml tetra packs and is being tested in Hyderabad.

       “Danone intends to undertake a national rollout and launches in other categories in phases. It is not in a hurry,” an official was quoted in media.

      In this segment, Danone will compete with Amul’s Kool, Nestle’s Milkmaid Funshake and with Actimind which was launched in October 2009 by Danone’s earlier joint venture Britannia in the state of Tamil Nadu. Actimind comes with mango and strawberry flavours in a 150 ml bottle priced also at Rs. 15.

      Danone in June 2009 has announced that it would invest about Rs 330 crore over the next few years into the dairy segment. This was after the company had left its partner Britannia, the country’s largest biscuit maker, by selling its 25.48% stake in it to its joint venture partner Nusli Wadia group after a two-year court battle.

      The exit from Britannia marked Danone’s final exit from the global biscuits business. In 2007, it had sold its global biscuits business, excluding its stake in Britannia, to Kraft Foods for € 5.3 billion. Groupe Danone had acquired Dutch baby food firm Royal Numico in 2007, a move which brought Nutricia and German brand Milupa baby foods brands into its fold.

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