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Abhinav Ramnarayan

Chennai , April 14

Nouveau Dietetique Ltd, a company that produces diet-food products, has launched Chocolite, a diet form of chocolate with a reduced-calorie-bulk sweetener as a replacement for sugar. The chocolate does not contain milk, according to Mr S.R. Ramaswamy Iyer, Coordinate, Nouveau Dietetique.

Chocolite, according to him, has maltitol, the reduced calorie bulk sweetener with sugar-like taste and sweetness, instead of sugar.

"Around 9 per cent of India's diabetic population is between the age group of 30 and 33," said Mr Ramaswamy Iyer. "And childhood obesity is on the rise too." So the chocolates will be targeted at diabetics, pregnant women and children.

The chocolate is available at Nilgiris store in Chennai but will eventually be available in about 50 retail outlets in the city, he said. The product will be launched in Hyderabad and Bangalore within the next two months, and in Delhi, Mumbai and Kolkata by July 2006.

Another product in the Nouveau stable is GeTrim, a health drink that comes in the form of powder to be mixed with skimmed milk. Mr Iyer said that when mixed with milk, the drink contains all the required vitamins and minerals for a well-rounded meal. And with the drink consisting of 146 calories including the skimmed milk, he said it would keep the customer satisfied for about four to five hours at 450-550 calories less than a normal meal (a normal meal has about 600-700 calories).

"This is ideal for the IT industry, where employees are working late hours and need to grab a quick bite - this way, we can make it a healthy bite as well," he said. Chocolite is priced at Rs 27.50 for a bar (30 gm), and GeTrim at Rs 720 for a box of 30 sachets.

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