new delhi milo nestle indias chocolate energy food drink is under review according to the firm milos performance continues to be impacted in an extremely competitive environment and the purpose of the review exercise is to enhance the brands competitivenesssimilar to several other fmcg categories the rs 1100crore health foods drink market split between white and brown segments has been stagnant over the past few yearsbesides glaxo smithkline consumer healthcare gsk which owns the brands horlicks boost viva and maltova the latter two acquired from jagatjit industries in early 2000 the other significant brand in the category is cadburys bournvita while horlicks is a white beverage milo directly competes with bournvita and boost both of which are brown beverages nestle had launched milo in india in 1996according to fmcg analysts milo has been loosing market share to competition from boost and bournvita while the category itself is not growing milo has been lacking a distinct positioning bournvita and horlicks have been repositioned and cadbury and gsk are pushing their brands aggressively said an analyst nestle has withdrawn another product chocolatecoffee blend nescafe choc cafe