Health food drinks (HFD) category is showing signs of a recovery, albeit on a low base. GlaxoSmith Kline Consumer Healthcare's (GSKC) market share, too, has been rebounding in recent months, the impact of which, however, is yet to be reflected in its financial results. There are now new insights (e.g. better understanding of what consumer wants) emerging in the HFD category and also for GSKC. While both the new products- Growth Plus and Protein Plus - are premium, there is willingness to trade-off profitability for overall growth. Unlike its earlier stance, price action is likely to be driven by commodity costs rather than setting a fixed number over inflation.