Britannia test marketing Anlene

Britannia New Zealand Foods, a joint venture between Britannia and Fonterra Cooperative group of New Zealand, is test marketing its brand Anlene in Kolkata and Chennai.

Targeted at women above 30 years of age, Anlene is a $100 million international brand that has significant presence across 12 countries. It is a high calcium malt-based food drink that helps prevent bone decay and osteoporosis. It also has vitamin-B that allows better absorption of calcium by the body.

"Most healthdrinks in India target children. Hardly any is available that helps prevent bone decay. A tasty calcium-rich healthdrink is a segment unattended to. So we felt this is one segment that has not been explored and therefore launched Anlene," said Anupam Dutta, head of Britannia New Zealand Foods.