“We review our product portfolio on an ongoing basis to identify low-performing products or packs, and accordingly decide on the future direction,” said Nestlé India spokesperson Himanshu Manglik. “We tried Milo for a long period with limited success in a crowded and competitive market and have decided to exit this particular product from our current portfolio. Milo Smart Plus ‘ready to drink’ is a newer concept and is now being test-marketed.”
At the recently held annual general meeting, Nestlé India’s chairman and MD, Maritial Rolland, said: “The company had been reviewing the performance of the product in the past and also invested in it to improve its performance, but it didn’t work. Keeping in mind the best interest of the company and its shareholders, it was decided to discontinue the product.”
In 2008, the health drinks market in India was estimated at around Rs1,900 crore, growing at a rate of around 7-8% since 2007. The malt-based food market or the brown beverages segment is largely dominated by Cadbury’s Bournvita and GlaxoSmithKline’s Boost. GlaxoSmithKline’s Horlicks and Heinz’s Complan lead the white beverages market.
None of these brands offer a ready-to-drink beverage in India. The company had developed this format to cater to the changing lifestyle of children. Milo Smart Plus is priced at Rs17 for a 200ml pack.
Source: Nestlé India/Hindu Times
© FoodBev Media Ltd 2024