Saturday, June 23, 2018


Kraft Heinz Company unveils tastier, protein-rich New Best Ever Complan
Friday, 01 September, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
The Kraft Heinz Company recently unveiled a tastier and more delicious, protein-rich Complan (the New Best Ever Complan) and a new brand philosophy.

In direction of its stated mission (to be the best food company growing a better world), the Kraft Heinz Company decided to go for a complete brand makeover by making the product significantly better on the top two consumer drivers of the milk food drink (MFD) category – taste and nutrition.

While the significant improvement in the New Best Ever Complan’s taste has been confirmed by blind testing across India, the product has a significantly high quantity of the best-quality protein.

And to further enhance the product, it is now also clinically proven to give twice the growth.

The recipe is enriched with 34 pro-immunity nutrients like iron and calcium, and one glass of Complan in milk has protein equivalent to two glasses of milk.

The brand has always stood for better height for kids. With this relaunch, it strengthens its proposition with not just focusing on being tall, but also on standing tall, a new idea of success that is unselfish, success that is inclusive and takes others along – no longer a zero-sum game.

Complan has collaborated with mothers in raising a whole new generation of number ones that even the number ones look up to. And this has been summarised in its new brand philosophy, “Don’t just be tall, stand tall.”

On the occasion of the launch, Niladri Deb, managing director, Kraft Heinz India, said, “India faces a peculiar challenge of nutritional deficiency across children, which can impede the growth of the nation the most, thus preventing kids from reaching their full potential.”

“As a company known for delivering world-class products, we constantly reinvent our brands to offer the best value for our consumers,” he added.

“Complan has been one of our key brands, and we felt we needed to enhance the brand offering to amplify the nutrition quotient and thus improve the reliability of the brand,” Deb said.

“Many months have gone behind putting together a newer, better and tastier Complan, and we are extremely excited in launching it in our biggest market, West Bengal, today,” he added.

“The brand philosophy for Complan is propagating the idea of success that is unselfish, inclusive and shared because when we enable others to succeed, success tastes even better,” Deb said.

Speaking at the launch, Vikramjeet Singh, chief marketing officer, Kraft Heinz India, said, “Complan is an iconic brand that we have all known of as children.”

“I am a Complan Boy and I am a Complan girl are iconic signatures of height growth in our country. It is our constant endeavour to provide consumers with the best product that delivers on what they are looking for – taste and nutrition,” he added.

“But we also believe that brands must have a purpose – something that our consumers can relate to and get inspired from,” Singh said.

“In this highly competitive world, parents are always looking out for ways that not just makes their kids grow well, but also become better human beings,” he added.

“We believe that Complan’s new product and philosophy addresses that need. Our product delivers on both taste and nutrition in a never-before way and our new point of view (POV) on success will help our consumers, and our country become a more inclusive growth society where success is not a zero-sum game but a shared one,” Singh said.

The New Best Ever Complan gives mothers a choice of yummy flavours, such as Royale Chocolate, Creamy Classic, Kesar Badam, Pista Badam, Rich Kulfi, Memory Badam Chocolate and Nutrigro Badam Kheer/Delicious Chocolate/Creamy Vanilla (for toddlers).
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