Veeba Food Services, the India-based condiments supplier, has taken its product range into a new category.

The company is launching a powdered drink for children under the V-Nourish brand, eyeing a market in which companies like US giant Abbott Laboratories, with Pediasure, and local player Zydus Cadila, with Complan, are present.

Veeba is selling four flavours – including Choco-Cookie and Strawberry – through retailers in India’s largest 100 cities.

The business was set up in 2013 and sells condiments to retailers and foodservice operators in India. Since Veeba was set up, it has attracted investment from funds including Verlinvest, the Belgium-based private-equity firm, and Singapore-based DSG Consumer Partners, which backs fledgling FMCG companies in south-east Asia and, in the main, in India.

Veeba was founded by Viraj Bahl five years after his family sold Indian food manufacturer Fun Foods to German giant Dr Oetker.

just-food interview from March 2019: “We will see a large number of new brands emerging” – DSG Consumer Partners’ Deepak Shahdadpuri on how India’s FMCG market is opening up