Dutch Lady Milk Industries Berhad has launched Dutch Lady MaxGro in a portable and convenient UHT format. MaxGro, which is also available in powder format, is designed to optimise growth for children between the ages of 1 and 9.
Dutch Lady MaxGro has 9EAA or nine essential amino acids and is high in nutrients such as protein, calcium, iron, magnesium, vitamin A, D3, E, B1, B2, B3, B6 and B12 and C.
With slowing number of births, the infant milk category is focusing on older babies and children who form a larger pool of consumers. MaxGro and other similar products such as Wyeth Nutrition’s Ascenda and Abbott Laboratories’ PeadiaSure are aimed at supplementing children’s diet to ultimately help them grow. This approach enables brands to keep their key consumers engaged within the specialised nutrition category.
Dutch Lady MaxGro in UHT is also seen as a product by Dutch Lady Milk Industries to compete with Farm Fresh Grow, which has recently entered into the scene to disrupt the market.