In a bid to capture a share of the ever growing Children’s Nutrition segment, Amway India Enterprises Pvt. Ltd, the country’s largest Direct Selling FMCG Company, launched a range of children’s nutrition products under its global brand “NUTRILITE”. Products in the Kids range include Nutrilite Kids Chewable Calcium – Magnesium, Nutrilite Kids Chewable Vitamin C, Nutrilite Kids Chewable Iron, Nutrilite Kids Chewable Concentrated Fruit & Vegetable, Nutrilite Kids Chewable Multivitamin – Mineral and a Nutrilite Kids drink mix in mixed fruit flavor.

The new Nutrilite range for Kids has been developed to supplement the absence of well balanced diet in today’s generation of kids.

Addressing the media at the launch of new products, Dr. Duke Johnson, MD, Medical Advisor, Nutrilite Health Institute, USA, said “India is a young and dynamic nation with 31% population less than 15 years of age. A “well balanced” and a “nutritious diet” is vital for children, especially in the first few years of life when they make great leaps in physical, social, emotional and intellectual development. Increase in disposable income & easier access to junk food has lead to chronic malnutrition affecting 1 out of every 3 children. Only 10% children in India are well nourished and 50% of preschool children suffer from nutritional anemia & iron deficiency. What children eat in their early years impacts not just their health, but their entire future”.

He further added, “Lack of sufficient vitamins & minerals have led to problems like undernourishment, abnormal growth, low self esteem, low intellectual performance & obesity in children of India”.

Speaking on the occasion, Mr. William S. Pinckney, MD & CEO, Amway India, said, “Globally, Amway is known as a Health & beauty company. The launch of this Kids range will enable us to further consolidate our leadership position in this space.
Nutrition & Wellness is the largest category contributing Rs. 903 crores to our total revenue of Rs. 1,790 crore in the calendar year 2010. With the launch of new series of Nutrilite for kids, we are sure that the contribution from health & wellness category would further escalate,


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