Kraft Heinz India is going to spend Rs 100 crore over the next six months to relaunch Complan at a time when the malt food drink category growth rate has slipped.
The company went for a complete brand make-over by making Complan better on the top two consumer drivers of the category – taste and nutrition. The company wants to grow Complan to more than Rs 1500 crore sales by 2020-21 from at around Rs 700 crore now.
Complan enjoys around 8 per cent share of the Rs 5,500 crore malted food drink market in India which is led by GSK’s Horlicks. The category growth rate has slipped to 3-5 per cent but the company wants to grow upwards of 10 per cent in this segment.
Kraft Heinz India is also studying opportunities to enter into compact concentrated nutrition segment with products like fortified biscuit and expand its another top brand Glucon-D into sachets and flavours. Glucon-D too contributes around 40 per cent of revenues at around Rs 700 crore and is the leader in the glucose segment with 65 per cent share.