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P&G to launch NutriDelight

Published on .

Procter & Gamble Co., Cincinnati, is launching NutriDelight, a fortified orange powdered drink, in the Philippines to combat "micronutrient deficiency'' or "hidden hunger,'' Chairman-CEO Durk Jager said today at the company's annual shareholder meeting. The drink, positioned as helping children grow taller, stronger and smarter, has packaging modeled on the Sunny Delight brand sold in the U.S. and U.K. P&G plans to expand the product to other countries where "hidden hunger'' is a serious health problem. P&G showed a TV spot for the beverage; the agency couldn't be determined by deadline, but Saatchi & Saatchi handles Sunny Delight in North America and Europe.

Copyright October 1999, Crain Communications Inc.

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