New ready-to-drink dairy beverage targets active children, strengthening Complan’s presence in India’s growing nutritional drinks market.
Zydus Wellness has expanded its Complan portfolio with the introduction of Complan Powerplay, a ready-to-drink (RTD) nutritional milkshake, marking the brand’s entry into India’s rapidly growing RTD dairy beverages segment.
Designed for children aged 7 to 9 years, the new product aims to address the increasing demand for convenient, nutritious beverages that support active lifestyles. With the flavoured milk and milkshake market estimated at around ₹1,700 crore, the launch enables Complan to tap into a fast-expanding category while extending its nutritional offering beyond traditional health drinks.
Complan Powerplay is formulated to provide balanced nutrition in an easy-to-carry format. Each 160 ml pack delivers 10 grams of high-quality milk protein, calcium, prebiotics, and 30% of the recommended daily allowance of Vitamin D2. The beverage is made without added sugar, preservatives, artificial colours, or artificial flavours, catering to parents seeking healthier beverage choices for their children.
According to Zydus Wellness, changing lifestyles and busy schedules have increased the need for nutritious, on-the-go options that can be consumed between meals, during school hours, or after sports and extracurricular activities.
The company has also launched a digital-first marketing campaign titled “Har Passion Ko Do Poshion,” highlighting the role of balanced nutrition in helping children pursue a wide range of interests. The campaign is being promoted across digital platforms, including Meta, YouTube, and Snapchat, along with television advertising.
Complan Powerplay is available in Chocolate and Vanilla flavours and is positioned as a convenient nutritional beverage for children during school, sports, travel, and other daily activities. The launch further strengthens Zydus Wellness’ strategy of expanding the Complan brand into adjacent, high-growth nutrition categories.