Ace Canning Corporation Sdn Bhd (Lam Soon Group) has introduced a new isotonic drink Umbro Isotonic Drink. The drink is from Isomax, Ace Canning’s existing isotonic drink, but with the Umbro global sports brand under license from Iconix Luxembourg Holdings SARL.
Here is a bit about Umbro from Wikipedia:
Umbro is an English sportswear and fotball equipment supplier based in Manchester. Umbro designs, sources, and markets football-related apparel, footwear, and equipment. Its products are sold in over 90 countries worldwide.
The taste is like F&N’s 100Plus. Below is a comparison between Umbro Isotonic Drink powered by Isomax and F&N 100Plus. The nutritional composition looks very similar except Umbro has added vitamin C. Umbro uses cane sugar as sweetener, while 100Plus has sucrose (table sugar) and glucose.
|The original Isomax|
The Umbro Isotonic Drink powered by Isomax seeks to differentiate by affiliating with football. Umbro is strongly tied to football with the Umbro brand being the sporting kit for English football clubs as well as Team England with the latter until 2013. The brand provided the strips in which Manchester United won 18 trophies.
|Everton uses Umbro|
Umbro Isotonic Drink is competing head on with 100Plus in the football arena. F&N 100Plus “Stay Thirsty” campaign saw legend Pelé and rising football star Oscar endorsing the brand. Umbro will appeal to football fans who have a greater awareness of the brand whereas 100Plus has a broader appeal as Pele is well known even among non-football fans. The Umbro Isotonic Drink retails at Aeon for RM 1.60 for a 325ml can.