Danish dairy giant Arla Foods has launched a third brand of powdered milk targeting middle-income people, saying it would enable meeting vitamin and calcium needs. 

Dano Growth Shakti is said to be fortified with double the vitamin D, calcium, minerals, protein and milk fat to enhance its taste.

Its market arrival coincides with mothers in the country having become overly cautious about the nutritional needs of their growing kids.

Dano Growth Shakti's 500gm packets are priced at Tk 280, falling midway that of the two existing products which have a ubiquitous market presence.

Dano Power of the same quantity is priced at Tk 300 while Dano Daily Pushti Tk 230.

"Before launching the product, Arla's nutritionists and food scientists carried out a one-year long research in a lab in Denmark to ensure proper nutrition for Bangladeshi consumers," said Galib Bin Mohammad, head of marketing at Arla Foods Bangladesh.

"The product is priced within the reach of mass people and we are very hopeful it will meet consumers' nutrition and taste," he added.

Like the other two of Arla's products, Dano Growth Shakti is also produced in Denmark and packaged at its factory in Gazipur. The factory employs over 200 people.

The Scandinavian producer of dairy products operating in Bangladesh since 1961 also plans to address nutritional needs of adults with the new products.

Citing a study of British market research company Kantar, Mohammad said one out of every three milk consuming household in Bangladesh use products of the Dano brand.

He said over 1 crore people consume the Dano brands of milk powder every month.