The drink comes in 200 ml tetrapaks priced at Rs 8.50. The company has launched the drink in four flavours of chocolate, mango, pineapple and strawberry. Britannia is flanking on the USP of the drink being rich in Vitamin A, to promote the drink.

Existing brands in the business of flavoured milk are Aarey, Warana and Energee.

Flavoured milk is third in line with Britannia's dairy products initiative, the earlier ones being cheese and butter. According to industry sources, Britannia is also looking at launching a brand in ghee sometime later this year. A ghee brand in the pipeline will further strengthen and nearly complete the company's initiative in the dairy products business.

Britannia, which has a large presence in the biscuits market (biscuits contribute around 72 per cent to the company's turnover of Rs 824 crore), is slowlygrowing its dairy business whose turnover is expected to nearly double in three years.

The contribution from the dairy products business is 20 per cent to the turnover, with the balance coming from cakes and bread.

After the revamp of its corporate identity with product relaunch being part and parcel of the revamp, Britannia decided to focus on making products which command a premium. This was through higher differentiation from competitive offerings and higher value addition, a process in which its parent—Danone of France—has played an active role. Danone is a dairy products major in the international market.

Analysts feel that with the continued commitment of French parent Danone, Britannia's share in the dairy products business would grow in the near future.