Indiantelevision.com Team

(4 July 2008 4:00 pm)

NEW DELHI: Nestlé India has launched Nesvita Pro-heart Milk, "enriched" with Omega 3, with an aim to help consumers keep a tab on their cholesterol level.

With a shelf life of 120 days, the product is priced at Rs 40 per one litre pack.

The product will initially be launched only in the metros and based upon the response generated, the company will take further action on expansion.

Nestlé India general manager Dairy Mayank Trivedi said, "Our research revealed that as Indian consumers become more health conscious they look for healthier foods to help manage cholesterol in their everyday diet. Based on the insight, Nestlé India used its knowledge of scientific nutrition to develop milk with Omega 3. Since milk and milk products are consumed daily, this will help consumer make cholesterol management part of their daily diet. Nestlé Nesvita Pro-Heart milk with Omega 3 continues to provide all other benefits traditionally associated with milk."

The launch of the new product has been supported by a report by World Health Orgnisation which states that Indians are likely to constitute 60 per cent of world's cardiac patients by 2010 due to increased cholesterol levels driven by stressful and unhealthy lifestyle.

Promoted with the tagline, 'To help manage cholestrol...everyday', the company claims the product to be 98 per cent fat free and is targeted at "everyone in a family."

To market the new product further, Nestlé had popular Indian cinema actor Karishma Kapoor present during the launch of the product.