Zydus Wellness launches pilot for ready-to-drink beverage Glucon-D Activors electrolyte energy drink

Foodtech news

Zydus Wellness, a science-backed FMCG major, has announced the expansion of its iconic brand Glucon-D in the electrolyte energy ready-to-drink (RTD) beverage segment with the pilot launch of Glucon-D Activors.

Today, consumers’ hectic and fast-paced lifestyles and the need for on-the-go energy are reshaping the RTD beverage landscape. Within India’s FMCG sector, the RTD electrolyte beverage category is one of the fastest-growing segments, estimated at INR 1200 crore. Southern India drives a significant part of this volume and commands nearly 50 percent of nationwide sales.

Underpinned by this compelling opportunity and the brand’s substantial market equity in the energy space, the company has piloted the rollout of Glucon-D Activors in Telangana and Andhra Pradesh.

Enriched with three vital electrolytes – Sodium, Potassium, and Chloride – and Vitamins C, B3, B5, and B6, Glucon-D Activors is formulated with an Electro Smart formula that helps replenish, re-energize and refresh the body.

Commenting on the launch, Tarun Arora, chief executive officer, Zydus Wellness, said, “As we plan to double our sales in the next 3-5 years, we are rapidly expanding our wellness offerings across the globe to help consumers lead a healthier life. The pilot launch of Glucon-D Activors was a clear way forward for Glucon-D, which has been a category leader and synonymous with ‘Energy of India’ for decades. This experience also uniquely positions us to better comprehend the consumer’s need for instant energy, leverage our expertise in R&D, and offer a ready-to-drink beverage available to everyone on the go.”

The brand has also unveiled a new TVC campaign in Telangana and Andhra Pradesh to drive brand awareness. Built around a narrative exploring people’s active and hectic daily, the commercial starts with an exhausted young news reporter and his sweaty cameraman wrapping up news coverage on a hot summer afternoon. The reporter then jolts himself and his colleague with a boost of energy as they take a sip of Glucon-D Activors.

Considering that consumers are drawn to RTD beverages due to their wide variety of flavors and convenience, the electrolyte energy RTD beverage from the house of Glucon-D will be available in three flavors, Mango, Apple, and Orange, at a maximum retail price ₹ 45 (incl. of all taxes) for a 200ml tetra pack.

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