Nestle is taking its cocoa-malt milk beverage Milo Ready To Drink to India, marketing the product as “the sports partner for kids”.

Arvind Bhandari, the general manager of Nestle’s dairy business in India, said: “The Milo brand encourages participation in sports from an early stage in life. Milo believes that sports help children imbibe life values that are critical for personality development and help set the foundation for a successful future.”

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Nestle touted the “less than 10 grams of added sugar” per 180ml pack. The beverage is priced at INR30 and will be available in “major urban centres, as well as select e-commerce platforms”, the company said on Monday (20 March).

The world’s largest food maker has launched other dairy-based products in recent months that target children in India.

In August, Nestle rolled out its Nestle A+ Pro-Grow milk, which the company said contains 20% higher milk protein than its existing A+ line.

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