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Greenfields opens 2nd dairy farm, enters small pack UHT market

By
Tan Heng Hong
-

PT Greenfields Indonesia, a unit of Japfa Limited, has officially opened its second dairy farm in the country. Located at Wlingi, Blitar in east Java, the farm will have 7,266 dairy cows with a capacity to produce 2.2 million litres of milk per month by the end of 2018, reported Kompas.com.

2020 target

By the end of 2019, the capacity will increase to 9,264 dairy cows with a production capacity of 3.8 million litres of milk per month. The target will subsequently increase to 10,000 dairy cows by the end of 2020 with a monthly production capacity of 4.1 million litres of milk.

Meeting rising demand for fresh milk

The new farm is aimed at meeting rising demand for fresh milk in Indonesia, said Edgar Collins, CEO AustAsia Dairy Group. He said the group contributed as much as 5% of the total fresh milk produced locally in 2018 and with the full operation of the new farm, this share will rise to 10%, said Collins.

Greenfields Indonesia might open its third dairy farm in the coming two years but it depends on demand, added Collins.

The company’s first dairy farm is located in Babadan, Malang.

Location of the two Greenfields dairy farms

Entering UHT small packs

The dairy firm has recently introduced UHT milk in smaller sizes of 250ml and 200ml as UHT small pack is deemed a big market in the country, said Darmanto Setiawan, Head of Manufacturing PT Greenfield Indonesia as cited by Kompas.com.

Image from Greenfields Indonesia website

He also added at the moment, the highest sales is pasteurised milk at 65%.

What Mini Me thinks

The focus on small pack UHT milk is a significant development  for Greenfields. UHT is the largest segment in the Indonesian dairy market and the key consumers are mainly children and young adults. There will be a change in strategy with more emphasis on marketing to children and young adults going forward.

 

 

Chitato sports new packaging to maximise flavour authenticity

By
Tan Heng Hong
-

Indofood’s Chitato potato crisp is now sporting a new packaging to maximise the authenticity of its flavours. The packaging features a split view design with the image of the flavour on the left represented by the depiction of the actual food and on the right is the image of the chips.

The image below is the old Chitato packaging where the flavour is represented in the form of a graphic design.

The marketing does not stop here. Chitato encourages consumers to pair its crisps with other foodstuffs such as ice cream, pancakes or martabak, a roti-like stuffed fried flatbread.

We have seen other snack food companies channeling their marketing to encourage their consumers to experiment with other ways of eating snacks. In Thailand, Lay’s offered combo meal sets featuring its chips at the inaugural Tesco Lotus expo at IMPACT’s Challenger Hall in late 2017.

Lay’s booth at the inaugural Tesco Lotus expo at IMPACT’s Challenger Hall. Photographed by the author.

Perhaps snack food companies can work with the foodservice industry to use their snacks as garnish or for new meal creations?

Chitato unusual flavours Fried Crab Golden Egg Yolk and Mango Sticky Rice

By
Tan Heng Hong
-

Potato crisp innovation is all about texture and new flavour (sometimes unusual). Indofood has launched three unique flavours based on the creations of its users as part of its #ChitatoDoUsAFlavor contest. The three flavours are Fried Crab Golden Egg Yolk (created by Seifi Yanny), Mango Sticky Rice (by Alia Wijia) and Beef Rendang (by Arif).

The contest duration is from 19 April 2017 to 31 July 2017. The contest is divided into four phases.

  • Phase 1 – Submission of new flavour
  • Phase 2 – Selection by internal juries
  • Phase 3 – The final winner will be selected among the final three shortlisted winners based on retail audit data from Nielsen Indonesia
  • Phase 4 – Announcement of the final winner

So far, it seems Fried Crab Golden Egg Yolk is leading.

Selfi Yanny claims on her new YouTube posting on 3 March 2018 that her Fried Crab Golden Egg Yolk is the winning taste.

Would salted egg yolk thrive as a new flavour in Indonesia? Already new food innovations are tapping into salted egg yolk or telur asin. A good example is the new KFC Salted Egg Chicken launched in early 2018 under the fast food chain’s Taste of Asia banner. The same product was also launched in Malaysia under a different name KFC Golden Egg Crunch for Chinese New Year.

Apart from KFC Salted Egg Chicken, there are other slated egg snacks like Blueduck from Bandung and local ei! It’s Salted Egg as well as fish skin chips from thebettertaste.id.

It seems salted egg flavour still has room to grow and it is advisable to ride the wave while it lasts.

 

belVita debuts in the Philippines focusing on wellness on-the-go breakfast

By
Tan Heng Hong
-

Mondelez Philippines has released belVita breakfast biscuit to target the on-the-go breakfast occasion. For a balanced breakfast, it is recommended to pair belVita with dairy products and fruits, said Princess Landicho, belVita Brand Manager.

Skipping breakfast and consuming breakfast outside of homes

The key pain point for consumers is the lack of time, which resulted in consumers skipping breakfast. Mondelez cited a study by the Federation of American Societies for Experimental Biology (FASEB) Journal in 2013 showing one out of 5 adults in the Philippines tend to skip breakfast. Another statistics points to the practice of eating breakfast outside of homes by 13% of households in the National Capital Region.

Such consumer habits suggest an opportunity for belVita to fill the gap as the healthy and convenient breakfast that is perfect for on-the-go.

Celebrity brand ambassador

Young celebrity couple Padilla Tatlonghari-Yuzon and Yael Yuzon are the brand ambassadors of belVita in the Philippines. They represent the urban consumers who are living a hectic and active lifestyle but still want to jumpstart their day with nutritious breakfast.

https://www.facebook.com/belVitaPH/videos/167455273888588/?t=1

The TVC in the Philippines is the repeat of the same approach used by belVita for the Malaysia and Indonesia markets featuring the young celebrity couple Bunga Citra Lestari from Indonesia and Ashraf Sinclair from Malaysia.

https://www.youtube.com/watch?v=dwJz-RkpHpY

The breakfast biscuit was launched in China in 2015 and entered Indonesia and Malaysia in 2016. It is now available in more than 50 countries worldwide.

In the Philippines, belVita is available in two variants – Milk and Cereal, and Honey and Chocolate. BelVita is also purposely packaged to help consumers exercise portion control. It is available in a 4-pack box with a suggested retail price of PHP 30.50 (USD 0.57) and the single 20g pack worth PHP 8.25.

The belVita sold in the Philippines is made in the factory in Johor, Malaysia where it was recently expanded to serve the Southeast Asia market.

 

 

 

 

Anna Sapitan, Mondelez Philippines’ Marketing Manager for the Biscuits Category, said in press release that people are increasingly aware of “their well-being needs but are sometimes challenged by the lack of time to prepare and eat a balanced breakfast. Their preferences are evolving and they want snacks that are not only delicious but offer convenience and good nutrition. We see belVita entering the breakfast category by creating this new biscuit occasion.”

 

 

 

Milo drops health rating following pressure from health groups

By
Tan Heng Hong
-

In Australia and New Zealand, Nestle Oceania has come under pressure from health groups and has announced in early March 2018 that it would remove the 4.5 Health Star Rating from its Milo powder in the two countries. The Health Star Rating was removed “pending the outcome of the Government’s review of the Health Star Rating system,” said the company.

The 4.5 star rating is based on three teaspoons of Milo and 200ml of skim milk, said the company. However, the public health group Choice Australia claims, based on their survey, that only 13% of consumers use skim milk, while 55% use full cream milk and that would warrant giving Milo powder only a score of 2.5. If consumed on its own, the score is even lower at 1.5.

Controversy in Malaysia concerning “as prepared” basis

Recently in Malaysia, Nestle was embroiled in a controversy over the same issue. A viral video in early 2018 claimed Milo is simply “too sweet.” However, NestlĂ© (Malaysia) Berhad explains if Milo is properly mixed with water based on the recommended serving suggestion then the Milo will only contain 6% of sugar. However, NestlĂ© (Malaysia) Berhad senior nutritionist Nurul Iliani Ahmah said the 40% sugar content on the label is before being diluted in water. The Milo sold in Malaysia comes with the “pilihan lebih sihat” or (healthier choice logo).

We all know Malaysians do not tend to follow the recommended serving and many like to add sweetened condensed milk into their Milo.

The question is does the Malaysian Healthier Choice Logo (HCL) address the complex problem with “as prepared”? In Malaysia, the HCL guideline says malted or chocolate drink with up to 12g per serving (excluding lactose from milk) is considered a healthier choice. This is based on the criteria that a typical serving is 30g powder per sachet to be mixed with 200ml of water.

It is interesting to see what is the outcome of the review by the board of Health Star Rating and how it will affect the rating of Milo powder in Australia and New Zealand.

 

Greenfields now with a fresher look

By
Tan Heng Hong
-

Japfa Ltd, through its unit PT AustAsia Food, has introduced a new packaging for its milk in Indonesia and Singapore covering all sizes 1,890 ml, 1,000 ml, 500 ml and 200 ml. The new packaging injects a fresher image to the brand and comes with the message “Passion in every drop.”

Below is the old packaging featuring images of consumers on the front pack as cues.

Passion in every drop

With the “Passion in every drop” motto, the milk company aims to redirect consumer attention to how the milk is produced and its inherent freshness quality. According to Syahbantha Sembiring, Indonesia Country Head Marketing & Sales of PT AustAsia Food, the cows are not fed with growth hormones or given antibiotics to safeguard the quality of the milk, reported Kontan.co.id. The integrated farm in Malang also reduces the time to get the milk to consumers.

What Mini Me thinks

We have seen other integrated milk producers in the region with their own dairy farm like Malaysia-based The Holstein Milk Company Sdn Bhd (Farm Fresh) increasingly focusing their marketing message to emphasise their farm-to-fork approach to dairy farming. This approach also resonates with consumer desire for authenticity and transparency when it comes to the food they consume.

 

Fuel Your Mind and Body to Achieve Greatness

By
Tan Heng Hong
-

Whether you are constantly on the go, ready to face a challenging day ahead or need to put in a long night at work, BRAND’S¼ lets you make the most of every day to achieve greatness. Ace through the day with a sharp mind and energized body by fueling it with BRAND’S¼ Essence Of Chicken.

Taken warmed or chilled, clinical studies show that regular consumption of BRAND’S¼ Essence of Chicken significantly improves one’s mental and physical performance while keeping stress at bay by reducing anxiety, mental and physical fatigue as it improves blood circulation and oxygen flow to the body and brain.

“People get caught up with their busy lifestyle and many may not notice it when their body gradually wears down from stress, tiredness and poor nutrition. Drinking a bottle of BRAND’S¼ Essence Of Chicken daily can help to fuel your mind and body with its nourishing goodness and keeps you in top shape to achieve greatness in whatever you do,” said Kuang Ming Ming, General Manager of BRAND’S¼ Suntory Malaysia.

“This is because increased blood circulation and oxygen flow to the brain and body keeps mental and physical fatigue away, while reducing anxiety and stress hormone, cortisol, so that the ability to stay alert or focus is not affected,” added Kuang.

No matter if you like it warmed or chilled, you can now fuel up and reach for greatness on the go with a BRAND’S¼ special chiller cum warmer. Suitable for the home or office, you can redeem one for free with the purchase of ten packs of BRAND’S¼ Essence Of Chicken (14+1 bottles x 70g or 12-bottles x 70g) which retails at RM81.00 and RM65.00 respectively.

Submit the 10 barcode flaps from BRAND’S¼ “Fuel Your #MindAndBody” campaign packs and with your personal details from 1st March until 31st May 2018 to redeem your very own chiller cum warmer while stocks last.

BRAND’S¼ Essence Of Chicken is the only chicken essence in the market backed by over 40 international scientific papers and clinical studies. Results have shown that daily consumption improves memory by up to 15% and enhances concentration by 22%, while metabolism can be increased by up to 16%.

For more product information and redemption details, visit www.brandsworld.com.my, BRAND’S¼ Smart Living on Facebook or call BRAND’S¼ Customer Care Line at 1-300-228-300.

Feed your Seoul with First Pick Maehyang Strawberries and win a trip to Korea

By
Tan Heng Hong
-

There’s no denying that there is a lot of buzz surrounding anything Korean these days, and joining the bandwagon are Maehyang strawberries from Korea. The yearly harvest is in, and to celebrate, one of Malaysia’s leading importer of specialty fruits and vegetables, Euro-Atlantic, is organising a contest in which the grand prize will take home a travel voucher for two people to a city of their choice in Korea.

Simple and engaging mechanics

To take part, consumers need to purchase two packets of First Pick Maehyang strawberries at any AEON outlet nationwide, except AEON Mahkota Cheras and AEON Ipoh Falim. Upon purchase, they will receive an entry form that they need to fill up, attach the receipt as proof of purchase, and mail to the provided P.O. Box.

Alternatively, consumers can opt to take part in the contest through Instagram. There will be four challenges every two weeks to be completed. Winners will stand a chance to receive not only weekly prizes but also be in the running for the grand prize.

In addition to the grand prize to Korea, participants will have the chance to win two brand-new Samsung smartphones – the Galaxy Note 8 and Galaxy S7, worth RM2,500 and RM1,500 respectively. Participants who submit their entries through Instagram are eligible to win AEON gift vouchers worth RM200.

The contest will run from 1 March till 30 April 2018.

For more information, go to www.facebook.com/euroatlantic

About Euro-Atlantic (www.euro-atlantic.com.my)

Euro-Atlantic was incorporated in 1992 in Malaysia as an importer of specialty fruits and vegetables. Equipped with conscientiousness and dedication, it is today a leading importer and distributor of a wide range of specialty fruits and vegetables as well as fresh and frozen seafood. www.euro-atlantic.com.my

Coca-Cola launches destination-themed campaign in Thailand and China

By
Tan Heng Hong
-

Coca-Cola (Thailand) Ltd. has launched a new summer campaign called “Hula Hula with Coca-Cola this summer.” The limited-edition Coca-Cola bottles will feature 24 of the country’s most popular spots with designs that relate to iconic symbols from each of these places.

According to Claudia Navarro, Marketing Director of Coca-Cola (Thailand) Ltd, “our starting point for this ‘Coke for Summer’ idea came from the realization that so many of the world’s best summer destinations are in Thailand, and that we often forget just how special they are,” reported The Nation.

https://www.facebook.com/cocacolaTH/videos/2035297390076987/

The beverage giant is collaborating with airlines such as AirAsia where passengers travelling on domestic destinations will get a free Coca-Cola with the icon of that province.

Free domestic trips will also be offered to lucky winners to 21 of the country’s dream destinations.

Coca-Cola Share A Coke with a holiday twist

The “Hula Hula with Coca-Cola this summer” campaign is the extension of the Coca-Cola Share A Coke campaign, which now takes on a holiday twist with holiday destinations printed on the labels.

UK featuring famous cities and beaches

This campaign has been implemented in the UK in 2017 as part of the summer marketing activation. Bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke featured the names of 75 famous cities and exotic beaches on their labels including dream destinations like Bali, Hawaii and Miami, according to Coca Cola Great Britain’s press release.

Japan limited-edition available only in their respective region

In Japan, we saw the release of 5 new bottles in 2017 featuring the icons and names of the cities. They are limited for sale in their corresponding region. According to Japan Today, these bottles will serve as souvenirs during the peak summer travel months tapping into the demand for regional souvenir gifting.

China x Cities

In China, Coca-Cola has released the initial batch of 12 city themed designs that comes with their unique icon and  description in March 2017.  For example, Guangzhou is known for its delicious food (ćčżć·žć‘ł = Guangzhou taste) . The icon is a modern girl donning the hat of a bamboo steamer with buns.  The coastal city of Qingdao is represented by wind and the icon is a man with a sailing boat on his hair (青ćțæ”Ș = Qingdao wave).

They come in the modern, stylish and sleek can to celebrate carefree living and good food.

What Mini Me thinks

The Share a Cole campaign, urban/destination edition offers a personalised touch (sense of belonging and longing). This campaign can also be easily tied to tourism, thus generating goodwill and promotion for the cities.

Red Bull Distributed RM250,000 to 904 Lucky Winners

By
Tan Heng Hong
-
(from left to right) Mohd Shukri bin Zakaria, the grand prize winner of the Red Bull ‘Start Right, Charge Ahead’ contest celebrates his big win of RM50,000 with Au Kar Wai, Senior Brand Manager of Red Bull Malaysia.

‘Start Right, Charge Ahead’ campaign set out to encourage consumers to drink Red Bull for pre-activity fuel

KUALA LUMPUR, 1 March 2018 – Red Bull Malaysia’s nationwide contest – ‘Start Right, Charge Ahead’ – ended with the announcement of 904 winners, who took home a total of RM250,000 over the course of 76 days. The contest capitalised on Red Bull’s new brand tagline, to encourage the consumption of its energy drink before the start of any activity for that extra boost of stamina and mental focus.

On-going for 76 days, the contest received overwhelming response from participants. Towards the end of the contest period, Red Bull selected four entries and awarded RM50,000 to the grand prize winner; RM10,000 to the second prize winner; and RM5,000 each to two third prize winners.

Jate Samathivathanachai, Director of Strategy at Allexcel Trading Sdn. Bhd. said: “The support we received for this campaign was tremendous and we’re very excited to roll out the other initiatives we have in the pipeline. We are committed to continue providing our consumers with their energy drink of choice to help revitalise their bodies and minds as they go about their daily activities.”

Mohd Shukri bin Zakaria, the astonished grand prize winner who walked away with RM50,000 said: “As an avid Red Bull consumer, I always turn to this energy drink whenever I need a quick energy boost. Working as a school teacher for the past 20 years, my job requires me to stay productive for long hours and to keep up with my students. To ensure I perform well and give my students my best, I drink Red Bull before I start work, as it enables me to concentrate better. But who would have thought that I would win RM50,000 because of this! I am so excited to be chosen as the grand prize winner. As this is a life-changing event, I will be saving the prize money in my bank account for my family’s future.

The premise of Red Bull’s ‘Start Right, Charge Ahead’ campaign was to redefine the most effective consumption manner for its energy drink, which is to begin each activity with Red Bull, so consumers have the mental focus and physical stamina to yield the best results from their activities.

Samathivathanachai added: “Consumers usually consume Red Bull during or after an activity, but throughout this campaign, we wanted to educate them that Red Bull should be consumed before the start of any activity – be it work, sports, driving or studying. This is so that they are provided with the right fuel to perform optimally in all the tasks they undertake.

“Through the ‘Start Right, Charge Ahead’ campaign, we seek to continue to be the brand that enables consumers to go the extra mile with a Red Bull in their hands, and pushes them every step of the way.”

To participate, consumers were required to purchase two cans of Red Bull, test their skills by answering a question and submit their entries through mail-in, SMS or social messaging, or online.

Red Bull is available at all major convenience stores, petrol marts, independent  grocers, supermarkets and hypermarkets at a recommended retail price of RM 3.10 for the gold and 25% less sugar canned variants and RM 1.80 for the bottled packs.

To find out more about Red Bull, please visit www.redbull.com.my or www.facebook.com/RedBullMalaysia.

About Allexcel Trading Sdn. Bhd.

Allexcel Trading Sdn. Bhd. (“Allexcel”) is the brand representative and exclusive agent for Red Bull¼ Energy Drink and Warrior¼ Sparkling Lifestyle Drink in Malaysia. Allexcel launched Red Bull¼ in Malaysia in 1993 and the brand is currently the No. 1 energy drink in the country. Red Bull has proven to its consumers its product performance in maintaining alertness, endurance and enhancing performance – stimulating both mind and body. For more information, please visit www.redbull.com.my

 

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