French dairy giant Danone has launched a range of products for people on the lowest incomes.
The products include Yum Creamy and Yum Chuski under the Fundooz brand, which is a “healthy and affordable food brand for school-going children”, the company said on Wednesday (5 October).
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Yum Creamy are available in a cup packaging in strawberry and vanilla flavours. Yum Chuski is available in chocolate and kulfi flavours, in a “squeeze & munch” packaging. All Fundooz products are milk based and fortified with key nutrients like Vitamin A, Iron, Zinc and Iodine, the company added.
The Yum Creamy and Yum Chuski launch will be supported through a marketing campaign which includes experiential sampling across 40,000 households across six cities and road shows for contact with over 20,000 consumers.
The products are part of Danone’s new Base of Pyramid unit in India and will be manufactured in Sonepat in the state of Haryana.
Eric Soubeiran, Danone’s director BoP India division, said: “The new BOP country business unit of Danone is aimed at providing healthy and affordable products for mass consumers. This is a very strategic initiative for Danone and marks the strengthening of our commitment to India with the commencement of a new business model that will also help the group further its mission to bring health through food to as many as possible.”
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By GlobalDataIn the initial phase, Fundooz will be sold in nearly 1,200 outlets in six cities – Delhi, Gurgaon, Panipat, Faridabad, Sonepat, and Ambala. Yum Creamy will be available at INR10 (US$0.20) for 80g and Yum Chuski will be priced at INR5 for 70g.
The company would not disclose any financial details of the investment.
In 2010, Danone had more than 160 production plants and around 100,000 employees, generating sales of EUR17bn (US$22.74bn), of which half were in emerging markets.
