Monday, March 02, 2009

Brand Update : Horlicks NutriBar

Horlicks has launched a new product - Horlicks Nutribar. The Horlicks brand has gone in for a category extension with this launch. The earlier category extension for Horlicks was into buscuits.
Nutribar is a cereal bar which contains cereals and multi-grains.Nutribar does not belong to the confectionery segment ( chocolates) but belong to an emerging category called functional foods.

Functional foods are those health foods like energy drinks ,cereals and cereal bars which contains health promoting ingredients. These products are also known as nutriceauticals.
The market for functional foods in India is estimated to be around Rs 1700 crores and is growing very fast.

Nutribar is being launched now as an extension of Horlicks. I am considering this product as a category extension because this brand is heavily supported and endorsed by Horlicks brand. So Horlicks has become the endorser brand for Nutribar. This is essential because the product is trying to create a new category.

Once the Nutribar brand becomes popular, the company may make it an individual brand without being endorsed by Horlicks. Now NutriBar is the primary brand and Horlicks is the endorser brand.

Nutribar is being positioned as a healthy solution to hunger. The brand is targeting the health conscious young generation. Reports suggest that this is a product specifically made for Indian market.
The brand is currently running a television commercial : Watch it here
Nutribar contains wheat, rice, oats and honey . The brand is claiming to have 11 nutrients and offers a convenient healthy snack.
Globally , functional foods have become a high growth market because of the health and convenience factors. India too has seen following such a trend.
It is interesting to see how Nutribar will be able to create and rule this category. It all depends on the support and investment that the company puts in behind this brand.

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