Zydus Wellness expands Complan portfolio with Complan Powerplay; enters RTD milkshake segment
TVC Link: https://youtu.be/77hpg42oK1E?si=J-aXsQFsH84b-kdI
Editor Synopsis
- Aims to tap into the milkshakes and flavored milk category, estimated at ₹1700 crore.
- New milkshake targets children aged 7 and above as part of the brand’s expansion
Chennai: Zydus Wellness today announced the launch of Complan Powerplay, a ready-to-drink nutritional milkshake marking the brand’s entry into India’s ready-to-drink dairy beverages segment. The launch targets the nutritional needs of children aged 7 to 9, opening a new consumption occasion for Complan in the milkshakes and flavored milk category, which is estimated at ₹1700 crore[1].
The launch comes amidst a broader shift in children’s consumption habits, as increasingly active lifestyles create nutrition needs beyond traditional mealtimes. Parents are increasingly seeking convenient, nutrient-dense options to support these routines, yet many existing snack and beverage choices are either high in sugar or fall short on meaningful nutrition. Complan Powerplay has been developed to bridge this gap, combining Complan’s trusted nutrition expertise with the convenience of an on-the-go nutritional milkshake.
Alongside the launch, Complan has unveiled its integrated campaign, ‘Har Passion Ko Do Poshion,’ which celebrates and encourages every child’s unique interests. The campaign reinforces the thought that every passion requires optimal nutrition to support children as they move through their everyday pursuits.
Complan Powerplay delivers 10g of high-quality milk protein in every 160 ml serving, along with Calcium and 30% of the recommended daily allowance of Vitamin D2. The formulation also contains prebiotics and is made with no added sugar, preservatives, artificial colours or artificial flavours.
Commenting on the launch, Tarun Arora, CEO & Whole Time Director, Zydus Wellness Ltd., said: “Children’s lifestyles today are fundamentally different from what they were a decade ago, and nutrition solutions must evolve alongside them. At Zydus Wellness, our innovation strategy is centered on identifying emerging consumer behaviours and creating relevant formats that seamlessly fit into everyday life. Complan Powerplay is a natural extension of the brand’s trusted nutrition heritage into a fast-growing adjacent category, allowing us to address new consumption occasions while remaining focused on delivering science-backed nutrition.”
The launch is supported by an integrated marketing campaign across Meta, YouTube, Snapchat and other digital platforms, anchored in a TVC (https://youtu.be/77hpg42oK1E?si=J-aXsQFsH84b-kdI) that brings the thought ‘Har Passion Ko Do Poshion’ to life. The film shows children navigating seamlessly between their many passions, from the playground to the dance studio, music class and beyond, while highlighting the role parents play in supporting these aspirations every step of the way. Through this narrative, it positions Complan Powerplay as the nutritional companion that powers every active moment, reinforcing that every passion deserves the right nutrition.
Available in Chocolate and Vanilla variants, the nutritional milkshake is designed to support children through school, sports and hobby occasions through a convenient, balanced nutrition solution.
About Zydus Wellness
Zydus Wellness is a leading consumer wellness company with an Indian heritage and a global footprint. With more than 35 years of operational excellence, Zydus Wellness has leading brands in its portfolio, namely RiteBite Max Protein, Complan, Sugar Free, Sugar Free D’lite, Glucon-D, Nutralite, I’m Lite, Everyuth, and Nycil. Headquartered in Ahmedabad, the company has 4 manufacturing facilities across 3 locations – Aligarh, Ahmedabad, and Sikkim, besides 18 co-packing facilities in India, New Zealand, Dubai, and Bangladesh. The company’s customers represent more than 75 million families. With its business underpinned by a robust manufacturing facilities and global supply chains, Zydus Wellness supports more than 90,000 dairy farmers, 5000 families, and 2000 MSMEs. Zydus Wellness Limited is listed on the Bombay Stock Exchange and the National Stock Exchange of India, and it serves customers in more than 35 countries and 5 continents. For more information, please visit https://www.zyduswellness.com/