Veeba Foods forays into child nutrition; ropes in SRK for launch campaign

Consumer brand Veeba Foods has forayed into child nutrition segment with its new brand, V-Nourish, a nutrition supplement for kids above 5 years. The kids’ health beverage market is estimated to be around Rs 7,000 crore, out of which premium nutrition is growing at 12 per cent year on year. 

The company has partnered with Shahrukh Khan for VNourish’s launch campaign, ‘Shaitan ki Jaan’. Childhood today is driven with a lot of choice and pressure of tomorrow, rather than the experiences and discoveries of today. Breaking this conventional mindset, V-Nourish stands strong with its core philosophy of ‘allowing children to experience the real childhood and fuel curiosity and creativity in every child’. The marketing campaign reinstates this belief that children should be active, healthy, energetic and brimming with ideas and curiosity. 

“The journey of V-Nourish started with my desire to give the best-in-class nutrition to my children. While we parents are always concerned about our child’s nutrition, they are driven by taste. After 3 years of R&D, we are proud to announce V-Nourish, which perhaps has the highest nutrition in the category. As a parent myself and a responsible food researcher and developer, I can assure you that making your child finish the glass of milk will no longer be an everyday struggle,” said Viraj Bahl, Founder & MD of Veeba and V-Nourish. 

Speaking about the partnership, Bollywood icon and father of three, Shahrukh Khan, said, “I have been a first-hand observer of the struggles faced as a parent in ensuring that my children receive the right nutrition. When I met Viraj for the association, the fact that he has designed the product for his own children struck an immediate chord with the parent in me. In fact, I was so impressed with the passion and hard work put behind the product that I even agreed to lend my voice to the brand song. I’m really happy to become a part of this promising brand that aims to deliver on nutrition and taste to keep both parents and children delighted.” 

The brand campaign, ‘Real Ingredients and Wholesome Nutrition for Shaitaan Ki Jaan’, will be live across top cities in India across print, television and online mediums. 

V-Nourish is being manufactured in a new integrated facility in Keshwana, Rajasthan and is spread over 200,000 square feet of manufacturing space. The plant currently has around 300 workers engaged in production. 

Launched in 4 variants – Choco-Cookie flavour, Strawberry flavour, Badam flavour and Kesar Pista flavour – V-Nourish is available in modern trade and general trade stores across top 100 cities in the country.