Russian dairy company Wimm-Bill-Dann said last week it would spend US$5.4 million (€4.8m) on its facility that produces the new probiotic drink Imunele.
Launched in April under the new Neo range, Imunele is targeted at young, active adults and comes in 100 ml plastic bottles. It contains a combination of Lactobacillus casei and Lactobacillus rhamnosus.
Regular daily consumption of Imunele has been shown to boost the human immune system, according to research carried out this year at the Immunology Institute, Sklifasofskii Research Institute and the Russian Academy of Medical Sciences, claims a WBD spokesperson.
The product is currently being distributed in Moscow and St Petersburg regions, and is supported by a major advertising campaign, using TV, external, metro and mass media. There is also point-of-sale advertising and product sampling in these markets.
The Neo range, which includes Magitel and Joy-Fit for those trying to stay slim, will be actively promoted as it is one of the company's most promising and high-margin brands, said WBD. Sales are already growing rapidly, according to the firm, which suggested that fiscal 2003 sales volume and profits will be exceeded on most products. Further development of the brand is planned for next year.
Recognition of the brand in Moscow is currently at 52 per cent, barely three months after its launch, according to a survey conducted by IMCA in June. A modern and novel image will help this growth to continue, suggests the dairy and fruit juice group, thought to be a possible takeover target for French dairy leader Danone.