Indiantelevision.com Team

(9 September 2006 6:00 pm)

MUMBAI: Mudra Ahmedabad has bagged the creative duites of Nutralite Premium Table Margarine following a multi-agency pitch.

The Zydus Cadila group indiactes the size of the business, in an official statement, which is estimated to be Rs 70 to 80 million. O&M and Triton were the other agencies that pitched for the brand.

Mudra executive VP Chandan Nath says, "Nutralite, is an extremely exciting brand and give us the opportunity of working on a new category. We believe the growing health consciousness among Indians shall help the acceptance of Nutralite as a healthy alternative to butter. We look forward to working closely with client in making Nutralite a strong and successful brand."

According to Zydus Cadila, spokesperson, "Nutralite is a very challenging brand for us and Mudra was chosen because of their experience in successfully having worked on a similar category (healthy oils) and also because of the freshness they brought in their communication approach presented in response to our brief to them to position Nutralite as the 'healthier alternative to butter)"

Zydus Cadila recently acquired Nutralite. Nutralite is Rs 300 million brand, launched in 1996 and is market leader in our country with 60 per cent market share.

Nutralite is cholesterol free, low in saturated fats, contains healthy PUFA and is rich in Vitamin A, D & E. It primarily contains lesser saturated fats than butter as it is made from vegetable oils, which contain PUFA (poly unsaturated fatty acids - which help fight cholesterol) whereas butter is made from pure milk fat (or fat from animal source). While the Indian market, is very nascent and just about evolving, informs the release.

Internationally, in view of its health advantages, margarine sales are almost 2-3 times that of butter. The acquisition of the Nutralite was done keeping in mind the strategic philosophy of consumer division of Zydus Cadila- to promote healthy eating and living habits by anticipating emerging and everyday needs in a. functional health and wellness foods and b. personal care. The current basket of brands includes Sugar Free and Natura (sweeteners), Sugar Free D'lite (Diet drink), EverYuth and Dermacare (skincare).