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Yakult Danone launches probiotic drink
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Saturday, 22 December, 2007, 08 : 00 AM [IST]
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unch of its first probiotic drink, Yakult, in Delhi. The company has set up a manufacturing facility in Haryana with a capacity of one million bottles a day. YDI aims to sell one lakh bottles a day by the end of 2008-09.
Probiotics are dietary supplements containing potentially beneficial bacteria or yeast, with lactic acid bacteria (LAB) as the most common microbes used.
The company invested Rs 136 crore for setting up the probiotic business and it plans to spend an additional Rs 100 crore for marketing and promotional activities over the next five years. "We hope to break-even in the next four years, with revenues of Rs 113 crore," Kiyoshi Oike, MD, YDI, said.
Marcel Bertaud, director, YDI, said " Owing to the health benefit, there is a huge demand for probiotic food products globally. Most major dairy companies have their presence in this market which is estimated to be at $14 billion globally."
The product will be available in Delhi and the National Capital Region (NCR) in the next 6-9 months followed by other metros and tier-II cities in the North. YDI has tied up with 150 retail outlets in Delhi to sell the product apart from appointing a team of 30 women for door-to-door promotion to help the consumers understand the healkth benefits of the product. The product has been priced at Rs 10 for a 65ml bottle. The drink is said to contain more than 6.5 billion beneficial bacteria that boost immunity and aid digestion.
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