INDIA – Yakult Danone has launched a new formulation of its probiotic drink, Yakult light to expand its probiotic range, produced under a joint venture between Yakult Honsha and Danone.
The company revealed that the new light range contains less sugar with same Yakult’s probiotic culture, Lactobacillus casei and is sold under Yakult trademark in selected retailers across India.
The new formulation also contains vitamin D and E, sweetened with steviol glycoside targeting the elderly and consumers who are currently shifting to healthier diets with less calories.
Yakult light will be available in 65ml bottles, in packs of five and each drink commands good nutritional benefits, 24 calories and 3g of sugar per 65ml serving.
According to Minoru Shimada, their India venture was interesting and the company was looking forward to further growth as India offered an important potential market for its products.
“Our signature brand Yakult is already a household name and is being consumed by most families as a part of their daily diet. Today, we are present in over 40 cities in 12 states across India.
“To address growing demand, and in line with the needs of the Indian consumer, we are delighted to make our product range more versatile and inclusive by launching Yakult Light to accompany our existing probiotic signature product, Yakult,” said Minoru Shimada, Yakult Danone India’s managing director.
He further noted that Yakult Danone will be sold through the company’s home delivery system.
To create awareness among consumers on the health benefits of Yakult Light, Yakult Danone said that they were embarking on a nationwide campaign that aimed at attracting particularly the health conscious adults and the elderly.
Addition of Yakult light to its brand Yakult original will help Yakult Danone deliver on its expansion strategy in India.
Recently, Danone signed an amended Memorandum of Understanding with Yakult to strengthen their initial collaboration to promote and develop probiotics, while reducing its stake in the company to 7%.
Danone had also announced that it would exit the dairy segment in India, but its JV with Yakult is expected to stay intact as it still hopes to have a foothold in the dairy segment.