Amway announces foray into energy drinks, bars segment

Mumbai, Sep 18 (UNI) Amway India Enterprises Pvt Ltd, the country's leading direct selling Fast Moving Consumer Goods company, today announced its foray into the energy drinks and energy bars segment with the launch of Amway XL Energy Drinks and Amway XL Energy Bars.

The Amway XL Energy drinks will come in two flavors of Citrus and Blast and Tropical Blast, while Amway Energy Bars will be available in Apple Cinnamon and Fruit and Nut flavours.

Speaking at the launch here today, William Pinckney, managing director and chief executive officer, Amway Corporation India said, ''With the positive changes in the perception of health and fitness in India, we foresee a huge potential for supplementary foods like XL.'' Amway XL energy drinks will have no carbohydrates, no sugar, no fat and only marginal caffeine, with a pack of six bottles costing Rs 450, while one energy bar will of 35gms, offering a total of 140 Cal of energy along with additional benefits of Protein, Iron and Calcium. A pack of six has been priced at Rs 240.

Mr Pinckney further said that they were confident that the energy drink will be a Rs 25 crore brand within a year, and will capture 50 per cent of the market within five years.

UNI GS RN VKG1917