F&N Foods Singapore has joined the kurma bandwagon with the launch of F&N Magnolia Plus Fresh Milk with Kurma.
Milk with dates (kurma) has been driving the milk category in Malaysia. Now, most of the major dairy brands in Malaysia including Farm Fresh, Goodday, Marigold and Summerfield have launched their own date milk with the exception of Fonterra and F&N Magnolia. In Indonesia, Fonterra’s Anlene brand does encourage consumers to blend its Anlene chocolate milk with kurma during Ramadan.
F&N made a strategic choice of rolling out Magnolia Plus Fresh Milk with Kurma in Singapore first instead of launching it in Malaysia where competition is rife. Competitor Farm Fresh has already made available its Kurma Milk in Singapore.
In Singapore, the new fresh milk with kurma from F&N is positioned as creamy, delicious and full of goodness. It is also a great source of energy and iron. This positioning helps to make kurma milk suitable for everyday consumption and moves away from being fixated on Ramadan where kurma is traditionally consumed to break the fast.