Alkem Laboratories (Rs 700 crore pharmaceutical company) is creating a Special Business Unit (SBU) to venture into the food business. The company has tied up with Muller & Phipps India as distributor for its food products.

"The new SBU will roll out two brands namely Majesta, a table top sweetener, and Jeevanprash, a sugar free chyavanprash, by August this year. The company may also launch sucralose-based products like jams, jelly and cakes," said Dr Sharad Kasarle, vice president of Alkem's Nutraceuticals business who will head this SBU.

Alkem has identified tremendous potential in the healthfood industry and this will help Alkem's growth in India and overseas. Most of the products in this new business area would be based on the wide range applications of sucralose, a sugar free and low calorie sweetener.

Dr Sharad Kasarle added, "Majesta will be the first product to be launched by this new business unit. This sweetener will be available in granular and liquid forms and contains natural source of soluble fibre which is found naturally in artichoke, burdock, chicory, leaks, onions and asparagus."

"The target consumer will be the health conscious individual who spends time getting in shape. It is also targeted at the diabetics and weight conscious individuals who keep a close watch on their calorie intake," concluded Dr Kasarle.