Key Takeaways
- Milma launches Nutrilevel, a protein-rich dietary supplement, to expand into the health and wellness segment.
- Milma’s new products, including Nutrilevel and coffee milkshakes, target younger consumers and aim to broaden the cooperative’s consumer base.
- Milma sets an ambitious target of achieving a turnover of Rs 10,000 crore by 2030, marking a new chapter in Kerala’s cooperative dairy sector.
Thiruvananthapuram: In a major diversification move, the Kerala Cooperative Milk Marketing Federation, popularly known as Milma, has forayed into the health and food supplements sector with the launch of a protein-rich dietary supplement, alongside two coffee-based milkshakes aimed at younger consumers.
The new products include ‘Nutrilevel’, a protein-enriched health drink, and two thick milkshakes — Café Mocha and Cold Coffee. While Nutrilevel is being introduced in a 200 ml packet, the milkshakes are available in 180 ml cans designed to appeal to the tastes of the younger generation.
Minister for Animal Husbandry and Dairy Development J. Chinchurani described Nutrilevel as a significant step forward for Milma, noting that the protein-rich supplement can also be consumed by diabetic patients.
She said the product reflects Milma’s expansion into the health and wellness segment while maintaining its core dairy strength.
Milma contributes significantly to Kerala’s dairy sector, investing 85% of its profits in dairy farmers’ welfare through milk cooperative societies. This highlights the cooperative’s commitment to supporting local dairy farmers.
She added that Milma has set an ambitious target of achieving a turnover of Rs 10,000 crore by 2030.
Nutrilevel, positioned as a nutritious meal replacer, is milk-based and contains a balanced combination of protein, lactose, sucrose, minerals and vitamins.
Each 200 ml vanilla-flavoured packet provides 14 grams of protein to support muscle health and energy levels. The sterilised drink is free from chemicals and preservatives and has a shelf life of one year.
Unlike regular flavoured milk beverages, Café Mocha and Cold Coffee are marketed as thick and flavourful milkshakes, packed in attractive tins to strengthen Milma’s presence in the ready-to-drink segment.
The development of Nutrilevel received scientific guidance from Dr Gopinath S Sunil, Chief Endocrinologist and Scientist at Oroville Hospital, USA, and KIMS Hospital, Thiruvananthapuram, who assisted Milma in shaping the product’s health-focused formulation.
With the new launches, Milma aims to broaden its consumer base, strengthen its brand in the competitive beverage market, and mark a new chapter in Kerala’s cooperative dairy sector.
