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GSK's Horlicks Nutribar available in three variants
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Monday, 09 March, 2009, 08 : 00 AM [IST]
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Our Bureau, Bangalore
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GlaxoSmithKline (GSK) Consumer Healthcare, the global FMCG company with a health and nutrition product portfolio in India, has introduced Horlicks Nutribar. The launch is in sync with the company's aggressive plan to grow its mega brand Horlicks and dominate the FMCG sector in India. The nutritional snack is available in three exciting variants: Cereal 'n Milk, Choco Crispy and Nuts 'n Raisins.
The product is priced at Rs 15 for the first two variants and Rs18 for Nuts 'n Raisins flavour. The multi cereal snack bar contains 11 vital nutrients. It is rich in iron and has only 114 calories. It has also been specially formulated to cater to the needs of health conscious urban generation of today who are constantly on the move, claims the company. The products are available in all major and mini metros across the country.
According to Shubhajit Sen, executive vice-president - marketing, GlaxoSmithKline Consumer Healthcare, India, "With Horlicks Nutribar, we are venturing into the healthy snack category. The product is a healthier option as a between-the-meals snacks for adults." It can be consumed anytime to satiate the hunger pangs and get wholesome nourishments."
The modern retail channel will play a critical role in driving sales of the product and through it establishing and developing this new category. The campaign includes innovative and tailor made in-store communication at modern format retail outlets across the nation. There is high visibility of the product in-store across relevant strategic touch points. The execution promotes Nutribar as a healthier snacking option and will be placed along with chocolates, cereals and biscuits at check-out counters.
As part of GSK Consumer Healthcare initiative towards increasing awareness about Horlicks Nutribar among the target audience, various promotional activities will be conducted across major retail chains and stores. Apart from the strong consumer and retail activation, the company will also launch print and electronic advertising campaigns to propagate the benefits of the product.
GSKCH is an associate of GlaxoSmithKline plc. UK which is a global science based healthcare company. The company is the largest player in the health food drinks industry. Its manufacturing plants are located in Nabha, Rajahmundry and Sonepat with a total strength of around 2700 personnel.
Its 500 distributor networks in India cover over 5 lakh retail outlets. Its flagship product is Horlicks. Other well-known brands are Boost, Viva and Maltova.
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