For kids and teens between seven and 17, the multivitamin claims to support normal growth and a healthy immune system.
Coming in two flavours – lemon and strawberry – the gummies contain vitamin A, B12, C, D, calcium, zinc, magnesium, and iodine.
The intake of zinc, magnesium, and iodine would help promote an optimal immune system, while the other vitamins could help strengthen the kids’ bones, brain function, and immune system, according to the firm.
“Given the picky nature of children, it becomes difficult and challenging to give them a wholesome meal. Hence, to meet the requirements of both parents and children, Health OK came up with gummies to fill in for the lacking nutrients in the children with a fun twist that can satiate their taste at the same time,” said Joy Chatterjee, GM of Sales and Marketing at Mankind Pharma.
The gummies have recently been launched across India’s offline pharmacies and retail chains such as Apollo, Med plus, as well as e-commerce sites Amazon, Flipkart, PharmEasy.
The launch will help make Health OK a “complete wellness brand”, Chatterjee added.
“We want to make Health OK as a complete wellness brand, providing proven health solutions not only to the Kids segment but to adults as well. We have launched products which cater to a large set of audiences, but moving ahead, we will be introducing products that deal with the specific needs of each segment,” he told NutraIngredients-Asia.
Health OK currently has a multivitamin tablet for adults. Aside from multivitamins and minerals, the product also contains ginseng and amino acids.
This launch reflects a global trend of companies launching multivitamins in the form of gummies.
In February, Amway India launched three multivitamin gummies and jelly strips products under the brand Nutrilite.
They include the products 1) Seize the Day – a strawberry-flavoured multivitamin and minerals gummy to support overall health and immunity, 2) D-fence – a mouth dissolving jelly strip containing vitamin D3 for bone and immune health, as well as 3) I Candy gummies containing lutein and zeaxanthin for eye health.
Power Gummies is another Indian company specialising in gummy products across different health areas, primarily women’s health, weight management, hair and nail health.
Fellow Indian firms Vedix and BodyFirst also said last year that they planned to launch nutraceutical gummies for adults and children respectively.