Consumer firms widen health food portfolio

In a bid to address the needs of health-conscious Indian consumers, FMCG majors have lined up a slew of products for launch in 2008. ITC's foods division is launching Sunfeast Benne Vita Flaxseed biscuits early next year to expand its health biscuits portfolio.

"Flaxseed is one of the richest source of Omega-III acids that help in reducing the risk of cardio-vascular diseases. ITC is endeavouring to address the health needs through wholesome, convenient and appetising offers that suit the daily and changed lifestyles of today's consumers," says Ravi Naware, divisional chief executive, foods division, ITC.

The company already has two other health offers under Sunfeast Sachin Fit Kit "" Sunfeast Sachin's FitKit Vitamin and Protein enriched biscuits and Sunfeast Sachin's Fit Kit Multi-grain biscuits.

"Since consumer tastes have changed towards a healthier one, we foresee a good growth in the health foods category and expect our portfolio of these products too will continue to grow in the years ahead," added Naware.

The company also offers a health pasta option "" Sunfeast Benne Vita pasta in four variants.

PepsiCo India's food arm, Frito-Lay India, has already cut down the use of around 5,000 tonnes of saturated fat by switching to rice bran oil for its core products. The company is now aiming to cut trans fats further by using whole grains for its snack offerings. Says a FritoLay India spokesperson,

"In recognition of the fact that consumers are living smarter and constantly making lifestyle choices, we have made our core product range healthier, encouraging consumers to "snack smart".

Our core product "" Lay's Kurkure, Uncle Chipps and Cheetos "" is now being cooked in rice bran oil. In the process, we have reduced saturated fats in these products by 40 per cent, while maintaining the same great taste and at the same price. This is in addition to the fact that all our products have zero-trans fats."

Homegrown FMCG company Dabur India, which has already made heath and wellness its focus area, introduced ChyawanPrakash, a sugar-free variant of Chyawanprash last month.

The product is targeted at the calorie-conscious consumers.

Says K K Chutani, general manager, marketing, Dabur India, "The launch of this product comes at a time when Dabur is putting in a concerted effort at expanding the category and use of Chyawanprash. Dabur's entry into the sugar-free segment with Dabur ChyawanPrakash is yet another step in this direction."

According to industry experts, due to increasing health concerns and rising rates of chronic lifestyle diseases, consumers are today asking for products that address their health needs and with this trend growing, food companies will continue to extend their portfolio to healthier offerings.

Hindustan Unilever (HUL) is believed to be in the process of introducing a range of nutritional drinks and snacks for children next year. The range is set to be launched under Amaze Brainfood, a part of HUL's parent company Unilever.

Amaze Brainfood has already been launched in Turkey and the range is said to include tasty bite-size cereal treats and milk drinks for children that contain iron, iodine and protein.

COMPANY OFFERINGS

ITC-Sunfeast Sachin's FitKit vitamin and protein enriched biscuits, Sunfeast Sachin's FitKit Multigrain biscuits, Sunfeast Benne Vita pasta

Hindustan Unilever--A range of nutritional drinks and snacks for children

Dabur--ChyawanPrakash