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Amul Pro, a new whey protein malt beverage - an alternative to brown drinks
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Wednesday, 04 April, 2012, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Gujarat Cooperative Milk Marketing Federation (Amul), a dairy company, has announced the launch of Amul Pro, its new whey protein malt beverage brand. With this launch, the company plans to improve its presence in the Rs 2,500 crore milk food drinks market.
Announcing the launch, R S Sodhi, MD, GCMMF, said, "The product development team had worked extensively to bring out a product, which is superior to other key brown health drinks brands, not only in nutritive value but also in taste. Amul Pro is fortified with 27 vital nutrients, whey protein and DHA. It is priced at over 20% discount to competitor brands with similar ingredients, making nutrition more affordable to consumers. The product would be introduced in an attractive glass cube jar, which is a first of its kind pack in the category and is sure to catch the attention of the consumers."
The product is targeted at children between the age group of 2 and 15 years, the period which signifies the growth phase of a child. However, given the nutritive value of the product, it expects consumers across all age groups to be users of the product. As compared with the competing brands, the product ranks higher in key nutrients like proteins, calcium, potassium, vitamin A, vitamin D and vitamin B2, claims the company.
It adds, the product also contains whey protein, which is considered as complete protein as it contains all the essential amino acids. It is easy to digest and provides quick nourishment to muscles. One of its key USPs is DHA or Docoashexoenoic Acid which is an essential fatty acid required for optimal development and function of brain.
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