Upon studying the potential of nutritional beverages, Heinz (India), a subsidiary of Heinz in the USA, has joined hands with ProSoya (India), to take over the distribution of Staeta brand of ProSoya’s soymilk beverages in the Eastern and Western India. ProSoya will continue to distribute the product in the Northern and Southern India. The partnership will allow the soymilk to reach smaller cities where distribution was not economical for ProSoya with a single category of product in its basket. ProSoya has the capacity to manufacture up to 20 million litres of soymilk annually in India at this time where it utilizing less that 5% of capacity. Recently, it also started manufacturing soymilk powder. The companies are counting of fast growth of the category as consumers concerns about their well being increases with increasing disposable income. ProSoya manufactures soymilk in 5 varieties. These are sold in 200 ml and 1 L long shelf life Tetra Paks. Heinz (India) manufactures glucose powders, infant feeding products, ketchup, medicated powders, milk-based beverages with well know brand names Complan, Farex, Glucon-D, Heinz.
