Mother Dairy introduces probiotic b-Activ Plus curd with dietary fibre in Mumbai
12 Jun 2008
Delhi-based milkfoods and beverage company Mother Dairy today said that it has introduced its ''b-Activ Plus'' - a probiotic curd with dietary fibre in the country, with its maiden shelf appearance being made in Mumbai.
It says its b-Activ Plus curd is an innovative and extremely healthy offering containing probiotic strains and dietary fibre. The company said the curd offers nutritional benefits and helps in keeping the digestive system balanced thus ensuring good health for the entire family. It is available in 200 gm and 400 gm packs for individual and family consumption priced at Rs15 and Rs 25 respectively.
Probiotics are live beneficial culture which, when administered in adequate amounts, confer a beneficial health effect on the host. They help in digestion, improve the immune system, and fight against allergic reactions.
The product uses established and clinically proven cultures, (lactobacillus acidophilus and bifidobacterium lactis strain BB12) and the product contains friendly bacteria which help the digestive system to be well balanced. In addition to the probiotic strain, dietary fiber has been incorporated in the curd resulting in improved gastrointestinal health, glucose tolerance and better insulin response helping in weight management. Suitable for the Indian palate, lactic cultures have been used in the curd ensuing desired texture, consistency and taste that the consumer generally wants in his/her curd.
''With the growing health consciousness amongst consumers, the consumption of the new fiber rich probiotic dahi provides consumers with the added benefits of 'improved nutrient absorption' and a well balanced digestive system besides the goodness of dahi," said Paul Thachil, Mother Dairy's chief executive officer (dairy & foods), Mother Dairy Fruit & Vegetable (P) Limited said, "Based on the insight drawn from an extensive consumer research, we found an inherent need of providing essential ingredient like fibre through the consumers daily diet. Basis this insight our R&D team came out with this unique and innovative product which can meet 10% of body's essential fibre requirement.
Last year the company had introdued its probiotic ice cream, Amul ProLife Probiotic Wellness Ice Cream (See: Amul woos diabetics and obese with safe, new delicacies)
A comprehensive 360 degree marketing plan has been rolled out including print and radio advertising. As part of its on-ground initiative towards increasing awareness for probiotic products, Mother Dairy plans to organise educative cum entertaining seminars. These seminars focus on advantages of probiotic products in one's daily life. In order to propagate the benefits of healthy lifestyle amongst young adults, Mother Dairy is tying-up with prominent offices andcorporate houses for free sampling of the product.
The company also plans to conduct consumer sampling exercises at family entertainment centres, hotels, joggers' parks, domestic airlines and malls to support its campaign for healthy food. Mother Dairy will also initiate a doctor engagement programme where-in the company will target physicians, and dieticians to educate them about the new product.
