t really isn�t the world�s best kept secret any more. Sachin Tendulkar, Virender Sehwag, and Kapil Dev before them, have time and again boasted that Boost is the secret of their energy. Now, GlaxoSmithKline Consumer Healthcare (GSKCH) has launched the malted drink in a chilled ready-to-drink variant that promises to give "energy anytime, anywhere". Boost Energy Shake, available in 200-ml tetra packs at Rs 12, has been introduced in Tamil Nadu and Bangalore (Karnataka) in the first phase.

GSKCH is the leader in the Rs 1,000-crore malted food drinks market with a share of nearly 69 per cent. GSKCH�s Horlicks is the market leader with 52 per cent of the sales pie while Boost has 10 per cent share. Its flanker brands Maltova and Viva have 4 per cent and 3 per cent respectively. (For the record, the malted food drinks market has two segments; while chocolate or brown malted drinks stand at Rs 350 crore, white malted drinks stand at ... more