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Zydus Cadila re-launches Nutralite margarine in new avtar
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Saturday, 25 November, 2006, 08 : 00 AM [IST]
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ion Nutra Analogue Foods, the makers of Nutralite, Zydus Cadila re-launched its brand Nutralite premium margarine in an all new avtar. It was a unique launch party in the form of a food show called -The Better Food Show.
The food show was an attempt to introduce healthy food preparations using Nutralite, which is a healthier alternative to butter. The menu included popular dishes like Butter Chicken labeled 'Better' Chicken, Butter Paneer Masala labeled 'Better' Paneer Masala and many other Better dishes prepared with Nutralite replacing other edible oils/butter. It is not a well known fact that margarine can replace oil and butter and can be used for almost all food preparations, making them healthy and cholesterol free.
"We intend to offer the Indian consumer healthier dietary choices to counter health risks posed by oils/fats - which are the root cause of all lifestyle disorders in India," said Ganesh Nayak, executive director Zydus Cadila Ltd.
Savouring the Better food menu were celebrities, food critics and well-known healthcare practitioners like cardiologists, dieticians and endocrinologists who appreciated the concept and the food preparations too. Guests present included noted food critic, Rashmi Uday Singh, actor Perizaad Zorabian, fitness expert Leena Mogre, reputed obesity consultant Dr M Lakdawala, and several others.
With obesity, cardiovascular diseases, diabetes and other lifestyle diseases emerging as the greatest challenges in urban India it has become imperative to alter or introduce products that provides healthy solutions that help tackle these concerns.
On Nutralite's game plan Nayak said, "We want to establish Nutralite as the healthier alternative to butter and capture a market share of 8-10% of the Rs 800 crore branded butter market over the next 2 years." Considering that in the western countries margarine sales are 2 times that of butter, Zydus believes that the opportunity in the Indian market presents a huge untapped market, given its distinctly superior health benefits vs butter. Nutralite will be promoted with mass media support in both print and television media. From a communications perspective, Nutralite will be promoted as a versatile healthy butter substitute which can be used as a bread spread and for culinary applications as well.
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