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Veeba Foods launches V-Nourish, foraying into child nutrition segment
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Wednesday, 15 May, 2019, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Popular consumer brand, Veeba Foods has forayed into child nutrition segment with its new brand, V-Nourish, a scientifically designed wholesome nutrition supplement for children above five years. Launched in four flavours - Choco-Cookie, Strawberry, Badam and Kesar Pista, it is available in modern trade and general trade stores across the top 100 cities in the country.
Innovated by the company’s founder and managing director, Viraj Bahl and a team of Veeba research scientists, V-Nourish has over 40 Nutri-Boosters, including high protein, micronutrients, prebiotics and probiotics to support growth and development of children to help them stay healthy and active.
V-Nourish promises a unique product experience with the presence of real fruit chunks and nuts with every sip and is free of any artificial flavours, synthetic colours and added preservatives.
“The journey of V-Nourish started with my desire to give the best-in-class nutrition to my children. While we parents are always concerned about our child’s nutrition, they are driven by taste,” said Bahl.
“After three years of research and development, we are proud to announce V-Nourish, which perhaps has the highest nutrition in the category. As a parent myself and a responsible food researcher and developer, I can assure you making your child finish the glass of milk will no longer be an everyday struggle,” he added.
The kids’ health beverage market is estimated to be worth Rs 7,000 crore, out of which premium nutrition is growing at 12 per cent year-on-year.
V-Nourish is being manufactured in a new integrated facility in Keshwana, Rajasthan, and is spread over 2,00,000sq ft of world class manufacturing space. The plant currently has about 300 workers engaged in production.
Shaitan Ki Jaan campaign
The company - which believes in a real world, devoid of artificiality and over-protectiveness, the way nature has designed it to be - has partnered with Shahrukh Khan for VNourish’s launch campaign, Shaitan Ki Jaan.
Childhood today is driven by a lot of choice and pressure of tomorrow, rather than the experiences and discoveries of today.
Breaking this conventional mindset, V-Nourish, which believes that active and healthy children are happy children, who are, in turn, bundles of energy with ideas, creativity and curiosity, stands strong with its core philosophy of allowing children to experience the real childhood and fuel curiosity and creativity in every child.
The marketing campaign reinstates this belief that children should be active, healthy, energetic and brimming with ideas and curiosity (which leads to discoveries and learnings).
Bahl said, “While the world sees children as naughty, we seen them as creators of the future”.
Speaking about the partnership, Bollywood icon and father of three, Shahrukh Khan mentioned, “I have been a first-hand observer of the struggles faced as a parent in ensuring that my children receive the right nutrition.”
“When I met Bahl for the association, the fact that he has designed the product for his own children struck an immediate chord with the parent in me,” he added.
Khan said, “In fact, I was so impressed with the passion and hard work put behind the product that I even agreed to lend my voice to the brand song. I am really happy to become a part of this promising brand that aims to deliver on nutrition and taste to keep both parents and children delighted.”
The brand campaign, titled Real Ingredients and Wholesome Nutrition for Shaitaan Ki Jaan, will be live across the top cities in India across print, television and online media.
“As an honest and transparent brand, we have tried our best to declare every information possible on the label itself, so that the parents can truly understand what, why, how of their child’s nutrition,” said Bahl.
“In the rational ad copy, we have introduced our product, and at the same time, have asked parents to not just go by the brand, but actually read the label and discover and verify the goodness of the product themselves,” he added.
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