Candy formats help the medicine go down for kids

By 14 Sep 2017

A few companies in India have started to revamp the formats of multivitamins and supplements aimed at children.

Perhaps in an effort to ensure that children see these products less as medicine and more as a treat, the products mimic confectionery. A report from Ranjana Sundaresan, Global Food and Drink Analyst at Mintel.

Not only are the supplements made tastier for children who can be fussy eaters, the packaging is also made more appealing to children by featuring drawings on-pack.
For example, Super Gummy, a brand from Hyderabad-based Genmedic Healthcare, offers supplements that are in a chewable gum candy format. Each variant offers a different blend of nutritional supplements in four different flavours—guava, mango, orange and strawberry. According to the company, the products use beta carboneta and various natural fruit and vegetable colours to ensure they are safe for children to consume. The company also claims that the glucose and sugar levels in the supplements are below daily recommended doses. Another interesting aspect of this range is that each tablet comes wrapped like an individual piece of candy. 
Another format that has been explored is supplements in the form of chocolate confectionery. Cipla offers such a product that retails as a pack of 30 choco bites, aimed at building immunity among children from age seven years onwards. The supplement’s ingredients include cocoa solids and butterscotch sprinkles (made of sugar, cashew, butter, and salt, among others) to aid its positioning as a “choco bite”.

Super Gummy Glorious guava flavoured chewable Multi-Vitamins are targeted at children, helping to build total health. 

It claims to contains vitamins that are essential for the absorption of all vital nutrients and are equivalent to 16 vitamins and minerals present in leafy vegetables, nuts, fruit and eggs. 
This vegetarian supplement is said to be made with real fruits and natural colours, containing less sugar. It is also free from fat, gelatin, milk, soy, nuts and preservatives.
The product retails in a 102g pack, containing 30 gummies.

Cipla ActivKids Immuno Boosters choco bites supplement contains vitamins A, B6, B9, B12, C, and D, along with iron and zinc. 

It is said to help build immune strength to protect from germs; to have a positive effect in blood formation on immunity; and in immune cell formation and their activity. 
It also claims to help protect body cells against damage caused by free radicals; and build the first line of defence against germ attack. 

Mintel is the world's leading market intelligence agency. Their global team of packaging analysts identify and monitor packaging, product, consumer and market data, and alert clients to issues and opportunities that create consumer engagement and build brand value. For more information, please visit




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