Zydus Wellness has expanded the Complan portfolio with the launch of Complan Powerplay, a ready-to-drink nutritional milkshake, marking the brand’s entry into India’s fast-growing ready-to-drink (RTD) dairy beverages segment.
The launch targets children aged 7-9 years and aims to create a new consumption occasion for the Complan brand in the milkshakes and flavoured milk category, estimated to be worth around ₹1,700 crore.
Addressing changing nutrition needs
The company said children’s increasingly active lifestyles have created demand for convenient, nutrient-rich nutrition beyond regular mealtimes. While parents are looking for healthier snack and beverage options, many products in the market are either high in sugar or offer limited nutritional value.
Complan Powerplay has been developed to bridge this gap by combining the brand’s nutritional credentials with the convenience of an on-the-go milkshake.
Each 160 ml serving contains 10 grams of high-quality milk protein, calcium and 30% of the recommended daily allowance of Vitamin D2. The drink also includes prebiotics and is formulated without added sugar, preservatives, artificial colours or artificial flavours.
Expanding the Complan franchise
Zydus Wellness CEO & Whole Time Director Tarun Arora said children’s lifestyles have evolved significantly over the past decade, requiring nutrition solutions that fit seamlessly into their daily routines.
He said Complan Powerplay represents a natural extension of the brand into a fast-growing adjacent category, enabling the company to address new consumption occasions while continuing to deliver science-backed nutrition.
Digital-first campaign
The company has also rolled out an integrated marketing campaign titled ‘Har Passion Ko Do Poshion’, celebrating children’s diverse interests while highlighting the importance of balanced nutrition in supporting their pursuits.
The campaign spans digital platforms including Meta, YouTube and Snapchat, supported by a television commercial that showcases children participating in sports, dance, music and other activities, with parents encouraging their aspirations.
Product availability
Complan Powerplay is available in Chocolate and Vanilla variants and is positioned as a convenient nutritional beverage for children during school, sports and hobby activities.