Thailand’s CP-Meiji Co., Ltd. has introduced CP-Meiji High Protein Activ, a new line of high‑protein pasteurised skimmed milk enriched with type II collagen. This launch seeks to set the brand apart from competitors by highlighting type II collagen — a relatively unfamiliar concept for most consumers — making education and awareness key to communicating its benefits.
According to the dairy brand’s communication, type II collagen helps support joints and bones so that one can move at full strength, reduce the risk of injury and stay fit every day. The communication underscores that strong joints are essential for achieving maximum workout performance. In contrast, type I collagen is responsible for providing structure, strength and elasticity to connective tissues.
CP-Meiji High Protein Activ comes in strawberry and plain flavours, each offering 32g of protein, type II collagen, high calcium, low fat, no added sugar and 5,758mg of BCAA amino acids.
