Britannia New Zealand Foods, a joint venture between Britannia and Fonterra Cooperative group of New Zealand, is test marketing its brand Anlene in Kolkata and Chennai. | |
| Targeted at women above 30 years of age, Anlene is a $100 million international brand that has significant presence across 12 countries. It is a high calcium malt-based food drink that helps prevent bone decay and osteoporosis. It also has vitamin-B that allows better absorption of calcium by the body. |
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| "Most healthdrinks in India target children. Hardly any is available that helps prevent bone decay. A tasty calcium-rich healthdrink is a segment unattended to. So we felt this is one segment that has not been explored and therefore launched Anlene," said Anupam Dutta, head of Britannia New Zealand Foods. |
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