MUMBAI: Amway India, direct selling FMCG company, has launched a balanced nutritional drink for children - Nutrilite Chocoblast. The company is hoping to make a dent in the Rs 1200 crore milkfood drinks segment with this product.

"The quality of your children's diet can affect their health now, and for the rest of their lives," says Amway MD and CEO Bill Pinckney. "Ensuring that children grow up with adequate nutrition, can be challenging for the discerning parent, as junk foods are available at almost every street corner and alluring advertisements portraying them as cool, family oriented eats. In such an atmosphere, it is essential that we - as parents - try to strike that balance between lifestyle and health. And Nutrilite Chocoblast gives parents that option."

Chocoblast provides carbohydrates, proteins, nine essential vitamins and six minerals needed to develop the overall health of children. Chocoblast is the third wellness product for children from Amway - after Berry Blast (a strawberry flavoured nutritional drink) and Kids Chewable (a multi vitamin, multi mineral chewable supplement), states an official release.

The product is available in pack sizes of 500 gms, at an MRP of Rs 819 and is available with all Amway business owners.
The company claims to have received a compelling response from the Indian market, director - marketing and distributor relations Stephen Beddoe said, "Amway had started business with six products and from five offices: today we have around 80 products and 74 offices across the length and breadth of the country, with home deliveries to over 2500 towns and cities."

"The Amway business was driven by the 450,000 active distributors providing them an income earning opportunity. Amway contributed more than Rs 175 crores to the Government exchequer in 2006 by way of direct and indirect taxes and duties," he adds.