New Camelli Soya Oat Milk, the oat drink winner goes to …

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7th June 2016

In Malaysia, drinks are slowly embracing oat to deliver wholesome goodness to expand the usage occasion to in-between meals and breakfast.

A good example is Nestle Milo Nutri G, launched in Malaysia in early 2015. It contains four whole grains – oats, barley, brown rice and wheat targeting young adults who do not have the time to eat regular meal.

Other regional examples

In the Philippines, Taiwan and China, PepsiCo’s Quaker is offering the Oat Dairy Drink targeting at all occasions including breakfast, supper and afternoon tea (China) and breakfast (Philippines).

quaker oat series — From left to right – China, Taiwan and the Philippines

Other RTD oat-based drinks in the Philippines include Oishi Oaties Milk (launched in 2013) and Vitamax Cereal Milk, which is also available in Indonesia. Both drinks are for consumers on-the-go.

New Camelli Soya Oat Milk

In Malaysia, the latest to join the oat-based drink category is Vegeta Manufacturing’s Camelli Soya Oat Milk and Soya Oat Fibre. Both are in 320ml can. The Soya Oat Milk contains water, sugar, soya bean, instant oat cereal and permitted food flavouring.

As with Nestle Milo Nutri G, the Camelli Soya Oat Milk oat is in liquid form, which means you won’t get to the mouthfeel taste of oat.

Quaker Good Start overall winner

Comparing Camelli Soya Oat Milk with other similar oat-based beverages in the region, one does find the new drink has the highest sugar content, while Quaker has the lowest. In terms of dietary fibre, Milk from Indonesia has the highest at 3.5g per 100ml serving.

Overall, Milko has the highest energy carbohydrate and fat but also the highest dietary fibre. Quaker Good Start has the best of both worlds and therefore receives the Mini Me 1st Prize.

Singapore picked as first launch destination for MyKuali cup noodle

By

Tan Heng Hong

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5th June 2016

MyKuali has introduced the cup noodle format in three flavours:

1. Penang Red Tom Yum Goong Noodle
2. Penang White Curry Noodle
3. Penang Hokkien Prawn Noodle

As usual, Singapore was chosen for the launch like what they did with the bowl format. The new cup noodles are available at Sheng Siong.

When will the cup format arrive in Malaysia? According to my conversation with Sky Thomas Food Industries at Thaifex 2016, the cup format will be launched in Malaysia through 7-Eleven and petrol marts soon. One more thing, according to the MyKuali poster at Thaifex 2016, the cup noodles are made with ‘shabu noodles’.

Anlene shifts positioning to feeling young with new MoveMax

By

Tan Heng Hong

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4th June 2016

Fonterra has recently launched Anelene MoveMax in Malaysia. The range covers both adult powdered milk and yoghurt. MoveMax contains collagen for joints, the first for adult milk powder, calcium for bone and protein for muscle. The three essential ingredients form the backbone of MoveMax with the tagline ‘Move as Young as You Feel Inside.’

Feeling Young Again

Anlene MoveMax is all about movement and feeling young again with the freedom to move. The new Anlene MoveMax TVC encapsulates it all showing a middle-aged woman dancing in an arcade.

As a comparison, the previous Anlene BoneMax formulation focuses on first having a strong bone before you can have the freedom to move. The key back then was to get people out of their sedentary life and move.

Under the new campaign, the previous Anlene Move – Move More, Live More campaign is now being replaced with Anlene Move Young. Feeling young is what most consumers would want to achieve and this new positioning new clearly associates Anlene with live young and not just bone health.

https://www.nzx.com/files/attachments/203087.pdf

World Milk Day celebration in Malaysia, Philippines, Thailand

By

Tan Heng Hong

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3rd June 2016

Permanis has once again taken ownership of World Milk Day (1 June) for Goodday Milk like what it did for Wonda Coffee with the International Coffee Day (1 October). The company full maximised the print ad, radio, online and TV for its World Milk Day marketing.

World Milk Day Print — In English and vernacular newspapers

Several promotions were launched by Goodday in conjunction with World Milk Day. These promotions include charity (donating to underprivileged children in partnership with 11street.my), freebies (buy two 250ml and get one free at Shell) and attractive offers (buy two 250ml for RM2 at MyNews.com).

Permanis’ Etika will also be distributing 30,000 Goodday Milk packs to the public in the Klang Valley until 5 June 2016. These milk will be distributed by Etika staff, milkmen and the brand’s cow mascot Dee Dee.

Dutch Lady’s World Milk Day – surprise for loved ones

Dutch Lady loved ones — Image from Dutch Lady Facebook page

Dutch Lady’s World Milk Day does not have the same media exposure as Goodday. However, it does have one thing that is unique in line with the theme of sharing the goodness of milk with your beloved. The brand provides personalised delivery of a gift of health (milk) to the loved ones as a surprise.

Apart from the warm surprise, Dutch Lady also did the same with Goodday with the buy one 200ml UHT milk, get one free promotion at Shell and buy two 200ml UHT milk for RM 3.00 at Petronas as well as buy one 200ml UHT for RM 1.30 at 7-Eleven.

In 2015, Dutch Lady did not carry out marketing for World Milk Day. It can be surmised that in 2016, Dutch Lady was reacting to Goodday’s aggressive World Milk Day marketing and had to come up with something as a response.

Philippines Alaska Milk – Milk Run

In the Philippines, Alaska Milk, owned by FrieslandCampina, the same parent of Dutch Lady, will be celebrating World Milk Day with the Alaska Milk Day family run on 11 June 2016 in four locations – Metro Manila, Davao, Naga and Cebu.

Alaska milk run — Image from Alaska Milk Facebook page

The dairy company is imparting the message of milk’s goodness for natural muscle recovery & rehydration after a good workout with milk as the key to a healthy lifestyle.

Dutchmill – muted celebration in Thailand

In Thailand, World Milk Day is not as big as in Malaysia and the Philippines. Dutch Mill’s World Milk Day promotion is all about giving away bags featuring the cow mascot and Fuji Instax Share as part of a photo contest for Dutch Milk 4-in-1.

In China, 1 June is Children’s Day. Therefore, there is no celebration of World’s Milk Day.

Key takeaways

It takes two to tango. We will be seeing a lot more World Milk Day marketing in Malaysia as both Goodday and Dutch Lady are vying to outperform each other. In the Philippines, the Alaska Milk run has become an annual event and this will be forever associated with World Milk Day.

Watermelon juice the next hit? New watermelon juice at Thaifex 2016

By

Tan Heng Hong

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2nd June 2016

Beyonce watermelon — Image from Foxnews.com

In early May 2016, the global media reported Beyonce has invested in the watermelon juice company WTRMLN WTR. This gives the US-based start-up cold-pressed juice maker and watermelon juice as a whole free publicity.

Celebrity investors have been instrumental in the ride to fame for the coconut water company Vita Coco. Madonna invested in the company in 2009 followed by Rihanna. Would Beyonce’s investment in WTRMLN WTR do the same trick for watermelon juice?

Watermelon juice is available in the foodservice channel in freshly prepared form. But, it is seldom available in packaged format. Given the right processing methodology such as cold-press and the right taste/price, watermelon would probably be another hit in the making.

Watermelon juice at Thaifex 2016

Mini Me Insights went to Thailand last week for Thaifex 2016. Apart from the ubiquitous coconut water/coconut milk (to be reported in another post), several manufacturers also featured their watermelon juices, a sign that packaged watermelon juice is slowly gaining traction in this Southeast Asian country.

Malee showcased its 100% Watermelon Juice Mixed Tomato Juice.

watermelon malee — Malee Watermelon & Tomato Juice

Andaman Beverage Co., Ltd. featured its Maya’s Watermelon Juice Nectar. The company claims it is one of the few that have successfully put watermelon juice in can.

Hues Oh So Refreshing Watermelon Juice is made using zero-heat extraction technology and is 100% natural.

Hues watermelon — Hues Oh So Refreshing Watermelon Juice – 300ml and other range

Siam Original Food Co., Ltd. introduced its Nature Taste Concentrated Watermelon Juice with each sachet containing half a watermelon. The juice does not contain preservatives, artificial colours and sugar.

Do you think watermelon juice will become the next hit in the juice category?

Brand’s Ca’ya drink with Habbatus Sauda aims at Muslim men

By

Tan Heng Hong

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1st June 2016

Cerebos Malaysia launched Ca’ya, a functional beverage containing Habbatus Sauda and ginseng, in April 2016. The company, known for its Brand’s Essence of Chicken, has existing products catering to all walks of life (Brand’s Essence of Chicken), female (Innershine) and students (AlphaMynd) but not for men.

Ca’ya fills the gap as a drink targeting men, specifically Malay Muslims, thanks to the use of Habbatus Sauda or black seed. The zero-caffeine drink helps anti-fatigue. It is halal-certified and is free from fat. Habbatus Sauda can be found in products ranging from beverage to shampoo designed to appeal to Muslim consumers. Black seed was once described by Prophet Muhammad as an ingredient that can heal every disease except death. This ensures the benefits of black seed are widely known in the Muslim world.

In Malaysia, Tongkat Ali is an ingredient commonly used in men’s health products (Nu Prep) to improve libido and combat fatigue. It is interesting to see Brand’s opting for Habbatus Sauda instead of the more popular Tongkat Ali for Ca’ya.

Gen U, a similar product by Brand’s for Thailand and Singapore, uses American ginseng extract, Asian ginseng extract and Vitamin Bs. However, Gen U’s key functional benefits are more for supporting clear thinking and cognitive performance.

The focus for the Malaysian market is energy (bertenaga). Ca’ya is shown to help you as a father, a husband and an employee to overcome all obstacles and yet remain energetic throughout the day.

Bertenaga resonates well in a male dominating society like Malaysia. The patriarchal Malaysian culture means men have heavy burden on their shoulder. Staying on top of the game is important for Malaysian male consumers to deal with life challenges. Brand’s has therefore found the right positioning for its new Ca’ya drink.

Heavenly Blush diversifies into yogurt bar, debuts yogurt drink with beta glucan

By

Tan Heng Hong

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31st May 2016

After launching Yo! Yogurt drink for children and Greek yogurt in July 2016, Indonesia’s PT Heavenly Nutrition Indonesia has entered a new category – yogurt bar.

Heavenly Blush Tummy Yogurt Bar is made with oat and multigrain featuring OatWell high in oat beta-glucan. The yogurt bar is priced at IDR 7,000 (USD 0.50).

The company also launched another new product Heavenly Blush Tummy Yogurt Drink. The 180ml yogurt drink in bottle comes with higher fibre content compared with the existing 300ml in bottle.

The price for the new 180ml yogurt drink is IDR 11,000, while the existing 300ml sells for IDR 20,000 to 25,000. The 300ml is currently only available in four cities – Jakarta, Bandung, Surabaya and Bali, said Ivonne Aryanti, Marketing Director Heavenly Blush. As a comparison, the 200ml yogurt drink in Tetra Pak sells for IDR 7,000.

To reach out to more potential consumers the new Tummy Yogurt Drink will be sold not only in supermarkets but also in minimarkets, said Ivonne in an interview with the Marketeers magazine. The 180ml Tummy Yogurt Drink is aimed at relieving constipation.

National Yogurt Day – 29 May

The company also declared the 29th May of each year as the National Yogurt Day or Hari Yogurt Nasional to encourage consumers to eat more yogurt. Having a national day for certain product is a good marketing tool to increase consumption. In Malaysia, we have seen good results from Nestle’s Milo Breakfast Day and McDonald’s National Breakfast Day. The National Yogurt Day will likely to become an important marketing platform for Heavenly Blush to encourage Indonesians to consume more yogurt.

F&N Magnolia UHT milk in carton packaging enters modern channel

By

Tan Heng Hong

-

31st May 2016

F&N has made available its full range of UHT milk in carton in leading supermarkets/hypermarkets in Malaysia under the F&N Magnolia brand. Previously, the carton format was only available selectively in petromarts and sundry shops on a trial basis.

The new UHT range in carton comes on the heels of the launch of its premium Farmhouse UHT made from 100% Australian milk in August 2015. Farmhose was previously only available as pasteurised milk.

Carton provides consumers with the mainstream option for UHT. At the moment, the F&N Magnolia sterilised milk is sold in plastic bottle packaging, making F&N the only milk company selling its milk in plastic packaging.

Competes with Dutch Lady

In terms of price, F&N Magnolia competes with Dutch Lady in the RM 6.50/L range in the 1,000ml format. For multi-pack, F&N Magnolia is the only one offering a smaller pack size of only 200ml compared with the norm of 250ml.

OldTown Black Series Kopi-O neither premium nor bold – targeting Ah Huat

By

Tan Heng Hong

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30th May 2016

The new OldTown Black Series makes it one of the few instant coffee in Malaysia that comes with a packaging dominated by black. Black is a colour used to denote premium, bold and sophistication. However, OldTown Black Series is neither premium nor bold.

According to Wikipedia, “Kopi-O is a traditional coffee commonly served in Malaysia and Singapore. It is strong black coffee served with sugar. The today coffee beans are roasted with sugar and butter.

Looking closer, one would have noticed the Black Series actually has smaller volume per sachet compared with the OldTown Nanyang series. The lower volume gives the Black Series a less intense Kopi-O taste.

OldTown Black Series competes with Ah Huat

OldTown Black Series Comparison — Store check at Giant – 30 May 2016

The new Black Series is now more like its competitor Power Root’s Ah Huat in terms of the weight per sachet but with a more competitive price. Compared with Ah Huat Kopi-O, the OldTown Black Series Kopi-O has 2 fewer sticks but with a lower average price of RM44.4 per kg versus Ah Huat’s RM 50 per kg.

OldTown Black Series with sugar — With sugar

Clearly, the debut of OldTown Black Series is directed against its arch enemy Power Root (Ah Huat).

Calpis unleashes the power of traditional print ad

By

Tan Heng Hong

-

30th May 2016

From Monday to Thursday (23-26 May 2016), Permanis ran a series of print ad for its new cultured drink Calpis in The Star, an English daily. Permanis, a subsidiary of Asahi, has been very creative with its advertisement. It is known for making use of newspaper to create award-winning advertisements including “The five-dimensional Premium Gourmet Coffee” for its RTD Wonda coffee.

For four consecutive days, Calpis brand ambassadors graced the front cover of The Star bringing with them their unique ways to ‘share the goodness’ of Calpis.

Singer Yuna shares the goodness of Calpis through music. Her cover features a ‘guitar’ with three buttons that can play sounds.

Stand-up comedian Harith Iskander has a house mirror to share the goodness of laughter.

National football team captain Safiq Rahim ‘shares the goodness by cheering up a friend with cheering sticks.’

Radio DJ & artist Wan Wai Fun is shown with bubble wrap. She is described as a ‘bubbly radio personality’ who ‘pops stress like the bubbles’.

Each series were matched with a corresponding local language newspaper but without the special items. For example, the Yuna edition was carried by the Malay language daily Sinar Harian, while Wan Wai Fun’s was matched with the Chinese language daily Sin Chew Jit Poh to maximise its reach to different ethnicity and readership.

The latest Calpis print ads, when done creatively, show how traditional media can still play a role in the digital world.

Mini Me Insights

New Camelli Soya Oat Milk, the oat drink winner goes to …

Singapore picked as first launch destination for MyKuali cup noodle

Anlene shifts positioning to feeling young with new MoveMax

World Milk Day celebration in Malaysia, Philippines, Thailand

Watermelon juice the next hit? New watermelon juice at Thaifex 2016

Brand’s Ca’ya drink with Habbatus Sauda aims at Muslim men

Heavenly Blush diversifies into yogurt bar, debuts yogurt drink with beta glucan

F&N Magnolia UHT milk in carton packaging enters modern channel

OldTown Black Series Kopi-O neither premium nor bold – targeting Ah Huat

Calpis unleashes the power of traditional print ad

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