Vietnam’s TH Milk Food Joint Stock Company has kept consumers excited with a series of innovative launches in the past months. From TH True Nut to TH True Herbal, lo and behold, TH Milk has unveiled TH True Malt.
The malt drink is made from the fermentation of barley and is described as a healthy drink. The nutrients per 100ml serving are 34.4kcal of energy, 8.5g of carbohydrate and 0.11g of protein.
They come in 500ml can selling at a price of VND 12,500 and 500ml PET bottle at VND 10,000.
In terms of the competitive landscape, malt drink is a small segment Vietnam and TH is most likely the sole local producer of malt drink. However, malt drink is an acquired taste and it will take some time for consumers to get used to the taste. Marketing around health is important to attract consumers to the malt segment.
How malt drinks are positioned in Malaysia and Taiwan
In Malaysia, malt drink is a by product of beer manufacturing and the key players are the two major breweries – Heineken Malaysia Berhad (Malta) and Carlsberg Malaysia (Nutrimalt). Malta is described as a healthy drink fortified with Vitamins B1, B3 and B6 and non-alcoholic.
In Taiwan, malt drink is positioned as an energy-giving drink and rich in Vitamin B complex. Most of the malt drinks in Taiwan such as Karamalz and Malz are imported from Germany or from Europe.