In an attempt to give tough competition to Junior Horlicks, Cadbury's Bourvita has launched its new product, Li'l Champs in the Indian market. By roping in Sania Mirza, the tennic ace, as the brand ambassador, Cadbury's has tried to catch the attention of the people.
Price : Rs. 90 for 200 gms
Rs. 175 for 500 gms
Catering to children within the age group 2 to 5 year, the product claims to be enriched with he goodness of natural ingredients and the power of 20 scientific nutrients, along with DHA (essential for brain and vision development in the formative years of a child). This is in direct competition to Junior Horlicks, as it is the only OTC brand to boast of DHA inclusions in the health drink.
Besides, Bournvita also is supplemented with Whey protein concentrate that not only increases the over-all protein content, but also enhances muscle development and immunity necessary for children.
The company that has been existent in India since 1948 is trying to encash upon its goodwill and repute to create a space for itself in the young children nutrition segment, which earlier has been solely ruled by GSK's Junior Horlicks. The Executive Director, Marketing, Cadbury India, Sanjay Purohit claims this product to be a complete nutrition that aids growth and all-round development. The mild cocoa content that has been fused with the chocolaty taste of Cadbury Bournvita is sure to lure the children towards this brand as well.
With the launch of Bournvita Li’l Champs, Cadbury aims to garner 10% overall Bournvita volumes in the Malted Food Drinks category in the next 2-3 years.
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