Godrej Jersey, a leading private dairy player in Southern India and a subsidiary of India’s largest and diversified agribusiness – Godrej Agrovet, today announced the launch of Nutty Badam flavoured milk. Filled with the goodness of milk and crunchiness of almonds, it provides a fantastic blend of nutrition, hydration and protein intake for health-conscious consumers.
Made with full-cream milk and loaded with real almond (badam) bits, it is a healthy drink for consumers who prefer to drink a healthy and filling beverage and also like to chew on nutritious almonds.
Flavoured milk is a healthy and nutritious way to quench thirst and improve the body’s protein intake. Badam Milk has been a traditionally and culturally loved flavour that not only presents as a healthy thirst quencher but also triggers nostalgia among most Indian consumers. Staying true to the product’s benefits, the tagline of Godrej Jersey Nutty Badam Milk, ‘Yummy Doodh, Crunchy Badam’, aptly supports the changing consumer perception and milk consumption.
The South India Protein Gap study (2019) by Karvy Insights revealed that only 32% of adults consume milk and that its consumption reduces with increasing age, where adults desire wider options like curd or packaged milk drinks. Flavoured milk captures this need for packaged milk beverage and is a household favorite in most southern states.
On the launch of the new product, Bhupendra Suri, CEO, Godrej Jersey, said, “despite being one of the largest producers in the world, per capita milk consumption in India is comparatively low. As one of the leading brands in the flavoured milk space, launching Nutty Badam milk is part of our effort towards nudging India towards a healthier lifestyle. Packed with soothing flavour and real almonds, it offers consumers a protein rich, nutritious and tasty drink with the goodness of milk and real almonds”.
Flavoured milk has been a promising category that has been breaking the hurdles faced by regular milk consumption. It consists of essential nutrients, such as potassium, proteins, zinc, calcium, carbohydrates, phosphorus, and vitamin D, A and B12. It aids in building and repairing muscles and is a healthy post-workout and hydration beverage. It also helps improve immunity, metabolism, and skin texture, building bones, promoting healthy teeth, and meeting calcium requirements in the body.
According to industry estimates, the flavoured milk market in India was worth INR 33.2 Billion in 2021. A recent report by IMARC Group expects the need to reach INR 127.7 Billion by 2027, exhibiting a CAGR of 26.01% from 2022-2027.
Priced at INR 40 for 200ml, Godrej Jersey Nutty Badam Milk will now be available in all five southern states, i.e. Andhra Pradesh, Telangana, Karnataka, Tamil Nadu and Kerala.