Amway India Strengthens Kids Nutrition Portfolio; Launches Nutrilite DHA Yummies


Mumbai: Amway India, the country’s largest FMCG direct selling company, announced the launch of Nutrilite DHA Yummies. This product is developed to support the nutritional gap of omega-3 fatty acids and vitamin D in children of age 5 years and above.

Nutrilite DHA Yummies Soft Gel format is a great way for children to fulfill their key nutritional requirement in a more fun and enjoyable manner. These innovative chewable soft drops present a simpler way for the parents to maintain the necessary nutritional intake of their young ones. The DHA**(Docosahexaenoic Acid) is a type of Omega-3 fatty acids that are meant to support the normal brain function and other vital functions in children, while Vitamin D is required for the normal growth and development of bones besides facilitating immune system function in children. Nutrilite DHA Yummies is available in yummy tangy orange – citrus lemony flavor and are developed for children of age 5 years and above.
Announcing the launch Nutrilite DHA Yummies, Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, “At INR 401 crores*, the kids’ vitamin and dietary supplement market is still at a nascent stage and promises strong growth potential. In line with our commitment of offering highest quality products, Nutrilite DHA Yummies is an addition to our existing range of supplements for kids.”

“Childhood is the time when one needs to build strong foundation for a healthy life. A child’s dietary habits and physical activity are strong determinants of his/her health. A balanced nutritional intake is very important for children in their developmental years. The gaps can be addressed through dietary supplements. However, our understanding about the market highlights that taste, and tablet intake is a big challenge for kids. Nutrilite DHA Yummies is presented in a kid friendly format with an appealing flavor. With this latest addition to the range, we aim to revolutionize the consumer experience and transform the category,” he added. As on 2018, the overall Omega 3 supplement market is growing at a CAGR of 12% over the last 5 years.

Commenting on the launch Mr. Ajay Khanna, Category Head, Nutrition & Wellness, Amway India, said, “Given that children are extremely picky eaters, and so, their diets may fall short of important nutrients such as omega-3 and vitamin D. Nutrilite DHA Yummies leverages Amway’s long-standing legacy of bringing the highest quality nutritional supplements. We are excited to introduce this in the market and further expand our product range. In order to maximize reach and engagement with consumers, we are planning a digital campaign targeted at the parents of the children of age 5 years & above. We will also be conducting regional events to further educate Amway direct sellers and the customers about the product. We are confident that Nutrilite DHA Yummies will receive an enthusiastic response from the market.”