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Meat-free Quorn lands in Thailand

By
Tan Heng Hong
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Image from Quorn Thailand Facebook site

The UK-based meat-free protein brand Quorn has officially entered Thailand on 29 March 2017. The Philippines-based Monde Nissin Corporation bought Quorn in 2015 and has since introduced the meat-free brand to the Philippines in Nov 2016.

Three products for Thailand

During the introductory phase, Monde Nissin Thailand will import 3 Quorn products, with price ranging from 99 baht to 119 baht per packet. This includes ingredient-type formats like Chunks and Grounds, which can be prepared into a variety of favorite local dishes like curry, stew and many more as well as ready-to-cook format like Nuggets for consumers’ convenience. More products will then be launched in the succeeding months.

Quorn can be found at Foodland, Gourmet Market, MaxValu, Tops Market and Central Food Hall.

The meat-free product was recently showcased at World Food Expo 2017, which runs until 9 April 2017.

Future plans

Mr. Rufino Tiam-Lee, CEO of Monde Nissin Singapore Pte Ltd., principal owner of Quorn brand in Asia, said, “The company plans to aggressively expand the business of Quorn among the existing markets of Monde Nissin, which comprises the Philippines, Thailand, Australia and the United Kingdom, and also to new markets. This year we will introduce Quorn to various countries in Asia.

Quorn taps foodservice opportunities in the Philippines

Quorn is active in the foodservice in the UK and the US to provide consumers with a meat-free alternative. In the Philippines, Quorn collaborated with Shakey’s Pizza to launch the two Quorn pizza options – Protein Surprise and Cheesy Chick’n in November 2016.

According to Monde Nissin, “Protein Surprise is a delectable medley of Quorn chicken-style chunks, Quorn pepperoni-style slices, black olives, bell peppers, mushrooms, onions, and pineapple. For fans of cheesy pizzas, indulge in Cheesy Chick’n made with Quorn-chicken style chunks, onions, bell peppers, cheddar cheese, and topped with cheese sauce. Both flavors are soy-free and meat-free, giving food enthusiasts who are looking to reduce meat intake an alternative to enjoy the familiar savory taste of pizza with less guilt.”

Quorn range in the Philippines (image above)

What Mini Me thinks

Introducing the western-inspired Quorn in Asia particularly in Thailand where vegetarian food is abundant in interesting. Quorn does fit into the broader trend in Asia of going meat-free not only necessitated by religion but more so as an alternative lifestyle.

Quaker Good Start has new look, flavours and more

By
Tan Heng Hong
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Quaker Good Start – April 2017

Image above from 7-Eleven Philippines

Quaker Good Start ready-to-drink oats dairy drink now has a new packaging and two new variants – chocolate hazelnut and mocha chocolate. Good Start offers a rich source of calcium and fibre for consumers on-the-go. Compared with the old design, the new look focuses on “Good Start” with a more dynamic and prominent font size.

Old packaging (image above)

Schlurp Wintermelon – March 2017

The  Vavavoom wintermelon Schlurp milk tea with chewy jellies is now available at 7-Eleven. The drink is brewed with Himalayan black milk tea with a hint of wintermelon. Schlurp is free from high fructose corn syrup (HFCS) and has no artificial tea flavours and colours.

Jelly Vit – March 2017

Jelly Vit, a jelly drink in a pouch, is now available. It comes with 60 kcal aiming at consumers who are conscious of their calories. The lychee variant contains collagen and vitamin C, while the calamansi variant offers vitamin A, C and E. Jelly Vit competes against Jele from Thailand’s Kim Heng Food. Jele is targeted at young females and first jobbers.

Monde Malee Beverage Corporation (MMBC), the joint venture between local Monde Nissin and Thailand’s Malee, introduced Jelly Vit in the market. 

Yummy embraces Greek yoghurt

By
Tan Heng Hong
-
Image taken by the author at FHI 2017

PT Yummy Food Utama has showcased its latest Greek yoghurt at FHI 2017 (Food and Hotel Indonesia). The product will be launched in the modern trade in Indonesia in April 2017. This will mark the entry of Yummy into the Greek yoghurt space, putting it in competition with imported Elle and Vire, Emmi and Farmer’s Union as well as local Heavenly Blush.

Three flavours

There will be three flavours – blueberries, strawberry and original. The pack sizes are 100ml and 500ml. The Yummy Greek yoghurt will be priced at the premium but affordable level aiming at consumers from the A and B+ social economic status (SES), said Yummy Food Utama Marketing Manager Dhanny Shaviera. The company operates a dairy farm outside of Sukabumi, West Java.

With spoon inside

Image above was taken by the author at FHI 2017

Having a spoon inside does not seem to be terribly exciting elsewhere but here in Indonesia, this can be a game changer. Most locally-made yoghurt with the exception of Heavenly Blush Greek yogurt does not come with the spoon. You need to get the spoon at the cashier. With the spoon inside the packaging, it helps to promote yoghurt for on-the-go consumption.

However, we feel that the spoon design has to improve as it is rather tough to remove the spoon from the plastic lid. At the end, the author ended up eating with the spoon still attached to the lid.

New packaging design for existing range

Image above was taken at FHI 2017

At FHI 2017, Yummy introduced the new design for its spoonable yoghurt. We were told that it will be made available in 2017.

Updated on 14 October 2017

The previous review was a prototype version. The actual product contains an improve shorter spoon that is robust. There is also another plastic layer to protect the content once you peel off the cover.

 

3 Horses malt-based drink aims to sell 100,000 cartons per month

By
Tan Heng Hong
-

Mini Me Insights has given strong coverage to the 3 Horses malt since its debut in Malaysia. The most recent article is an interview with Ries Kroos from United Dutch Breweries. Click here for the link.

Now, three malt drink has received local media coverage by the Malay-language daily Sinar Harian on 1 April 2017. Below is the summary.

Plans to expand to East Malaysia

Three Horses Malt (Malaysia) President Abdul Hady Zabil said there are plans to expand the distribution to Sabah, Sarawak and the East Coast in the near term. At the moment, 3 Horses malt is available in the Klang Valley, Malacca, Perak, Johor and Penang. He added that 3 Horses is in Singapore and is in the process of entering Indonesia. The company will take a slow approach to expand the market in Southeast Asia, said Zabil.

Introducing light version

The light version will be introduced in 2017 and will be a growth driver for the malt-based drink.

Milk booster?

Zabil said the 3 Horses malt-based drink helps to reduce cholesterol. In addition to that, the barley ingredient serves as a milk booster and is good for mothers who are lactating. Milk booster function has become a trend now in Malaysia with the most recent product Farm Fresh Kurma Milk having the same claim.

Monthly sales of 8,000 cartons

Currently, the monthly sales of 3 Horses malt-based drink is 8,000 cartons, said Wan Amirulmuttakin Wan Aminuddin, operational manager at 3 Horses Malt. The goal is to boost sales to 100,000 cartons per month by the end of 2017 with a series of marketing events. The company plans to undergo a roadshow, advertise on online and print media as well as raising awareness about the halal status of the drink.

Expanding distribution channel

The plan is to make 3 Horses available in several supermarkets nationwide by the end of 2017. 3 Horses can be ordered online through the Facebook site at 3horsesbeverage.

The company said with the expansion of the geographical reach in Indonesia, Thailand, Singapore, Brunei and Australia, these markets are expected to contribute 20,000 cartons per month in the coming six to 12 months.

Consumed at corporate and wedding events

According to Wan Amirulmuttakin Wan Aminuddin, 3 Horses are consumed at events including corporate events as an alternative to alcoholic drinks as well as airlines. The malt-based drink is also ordered for weddings and festive celebrations.

Visit Three Horses at MIHAS 2017

3 Horses is participating at MIHAS 2017. Do visit the booth at A118-A119. The halal expo opens on 5 April 2017 and ends on 8 April 2017.

Milo cube becomes new sensation in Malaysia, Singapore

By
Tan Heng Hong
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Image from the web

One thing that most Malaysians cannot live without is Milo, a humble chocolate drink, which was first developed by Thomas Mayne in Sydney, Australia in 1934. According to Nestle Malaysia Managing Director Alois Hofbauer in 2016, the company sells over 7 million cups of Milo per day in Malaysia. This makes Malaysia the country with the world’s highest per capita consumption of Milo.

To give the reader a sense of perspective, the per capita consumption of tonic drink (including Milo) in Malaysia reaches 200 cups compared to just 25 cups in Thailand, said Chaiyong Sakulborrirug, business director for dairy and adult nutrition at Nestle (Thai). Milo is number two in the tonic drink market in Thailand.

Recent Milo innovations in Malaysia

In 2016, Nestle reduced the sugar content in Milo by 20%. The convenient stick pack was added to the Milo Kosong range, which contains less sugar. The company also introduced the Milo frozen confection in 2016.

The world’s first Milo in convenient PET bottle was launched in 2015. The Milo Nutri G is crafted with a wholesome selection of 4 whole grains: oats, brown rice, wheat and barley for consumers on-the-go.

Milo Cube is a hit in Malaysia & Singapore

The interest about Milo Cube started to emerge in Malaysia and Singapore in late 2016. Similar to Malaysians, Singaporeans also love their Milo. Milo Cube is to be eaten like a candy with rich chocolates filling that melts into your mouth.

Milo Cube is not only popular with children but also with adults who need something quick to eat while on-the-go.

Online is key sales channel

The online interest for Milo Cube (officially known as Nestle Choco Milo) is significantly higher than Milo Nutri G RTD drink. The key reason for the surge in the search activity for Milo Cube online is that the product is not officially available in both countries. Milo Cube is mainly sold on the Internet and this means consumers have to make the purchase online.

Nestle Singapore did not rule out the possibility of introducing Milo Cube in the country sometime in 2017. The company hinted this when it was contacted by the online news portal AsiaOne in January 2017 to comment on Milo Cube’s popularity in the island nation.

According to a local Malaysian company Nuriesa Global Enterprise, it sources all the Milo Cubes from Nigeria. The company said it even sells to Sabah, Sarawak and Singapore. It claims to be able to sell 100 to 200 cartons on average [per month?]. Each packet with 100 cubes is sold at a price of RM 45.

Image below was taken from 11street.my on 5 April 2017

What Mini Me thinks

We could possibly see Milo Cube becoming another example of KitKat Green Tea where the popular made-in-Japan wafer is embraced by Malaysians prompting Nestle to localise production in Malaysia and turn the country into the export hub for Nestle KitKat Green Tea. The made-in-Malaysia KitKat Green Tea comes with the Jakim’s halal logo.

P/S: Milo Energy Cube is also very popular in Thailand

 

Ichitan bets on millionaire marketing blitz to put growth back on track

By
Tan Heng Hong
-

Giving out IDR 9 billion in cash

The eccentric Mr Tan Passakornnatee, founder of the Ichitan beverage company, is giving away a total of IDR 9 billion (USD 674,678) in prize money to 30 lucky consumers in Indonesia. This is part of its millionaire program (“Mendadak Jutawan“), which runs from 1 April 2017 and ends on 30 July 2017.

Such prize giving feat is nothing unusual for Mr Tan who is known to lavish gold bars, money and Mercedes-Benz cars on Thai consumers as part of its “Ichitan Rapid Rich” program.

In Indonesia, lucky consumers can win IDR 300 million if one has the closure with the winning unique code. There will be a total of 30 x IDR 300 million to be given away.

Apart from having the chance to win IDR 300 million, Indonesian consumers will also have the opportunity to win another free bottle of Ichitan beverage. Such marketing approach was hugely popular in China for RTD tea in 2009 and beyond. Back then, it was known as “one more bottle” (再来一瓶). The campaign resulted in product shortage as the winning rate was high. Tingyi (Master Kong), which first introduced the campaign, enjoyed strong sales in 2009 and the campaign had created huge publicity for the brand. Other companies followed suit with their own version.

Master Kong one more bottle campaign in China

Ichitan’s sales in Indonesia fell

Ichitan is hoping such campaign will push growth back on track in Indonesia. In 2016, PT Ichi Tan Indonesia reported revenue of THB 18.4 million, down 6.4% year-on-year. Ichitan entered the Indonesian market in the second half of 2015 and has since made available three products including Yen Yen herbal tea. In 2016, expenses widened to THB 209.9 million as it spent a lot more on marketing.

From Ichitan 2016 full year financial statement

Mr Tan’s newest millionaire marketing blitz is needed to boost sales with the objective that sales would accelerate to compensate for the hike in cost from running the expensive campaign.

What Mini Me thinks

One of the impediments to sales growth in the food and beverage category is the lack of distribution reach. Ichitan’s beverages are not sold in Indomaret, the country’s leading minimarket chain with 14,033 stores at the end of 2016. Making product accessible is one of the key strategies to win in Indonesia’s FMCG market and this will be a key task for the company in 2017.

Below is an interesting TVC for Yen Yen herbal tea, which first appeared in February 2017.

https://www.youtube.com/watch?v=Ekk-NsJxv6I

Suntory Good Mood drink

By
Tan Heng Hong
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PT Suntory Garuda Beverage, the local joint venture unit of Suntory, has jumped into the “mood” drink bandwagon in Indonesia. The new Good Mood range comprises two flavours – orange (rasa jeruk) and lemon & honey (rasa lemon dan madu).

Even though the Good Mood implies it helps with relaxation, the ingredients stated on lemon & honey only mentions it has natural flavours (honey, mint and lemon) and honey extract (0.05%). The 500ml Good Mood drink comes with 100 kcal of energy.

As relaxation drink is a new category in Indonesia, functional mood drink will become a new space for players to compete going forward.

Prochiz gets a modern makeover

By
Tan Heng Hong
-

Prochiz, the highly successful cheese brand from Indonesia’s PT Mulia Boga Raya, has refreshed its packaging and logo design. Prochiz now looks modern and fresher with a stronger aesthetic appeal. The packaging comes with the “taste better” claim, which has always been on the packaging but is now more prominent. The previous packaging has not been changed for six to seven years.

Here are the ingredients of Prochiz Slices Original:

Water, Cheddar Cheese, Vegetable Oil, Thickener Acid Treated Starch, Emulsifiers (Sodium Citrate, Disodium Phosphate, Sodium Heksamethaphosphate), Salt, Acidity Regulator Lactic Acid, Natural Cheese Flavour, Preservatives (Potassium Sorbate, Nisin), Coloring Annatto Cl 75120.

New packaging (right) old packaging (left). “Langsung Hap” means it can be eaten as a snack. Image above was taken by the author

New Prochiz TVC

The new Prochiz TV commercial focuses on the relationship between the mother and the child. The TVC strengthens the concept of using cheese as a breakfast ingredient. It also demonstrates how slice cheese can be eaten while on-the-go as seen in the child eating slice cheese while commuting to school. The key message is “selalu ada rasa dan cinta,” which is translated as “always with taste and love.”

https://www.youtube.com/watch?v=ZMisShKb4ko

Competitive landscape

In the sliced segment, Prochiz competes against Kraft, Megmilk (PT Megmilk Snow Brand Indonesia) and Australia’s Bega.

Prochiz new packaging makes it looks fresher than Kraft. Image above was captured by the author

The “taste better” preposition plus the low price point are some of the key success ingredients for Prochiz. The Prochiz 10 slices is only two-thirds of the price of Kraft 10 slices. However, Kraft is still the market leader as the Kraft brand is synonymous with cheese since it has been in the market for a long time. In contrast, Prochiz as a company was only established in 2009.

Prochiz Vaganza
Prochiz will have a major event on 7-9 April 2017 to celebrate the launch of Prochiz with the new look. The event will be held at Central Park Mall in West Jakarta with the theme “Save the environment with Prochiz!” Consumers who bring the old packaging with them to the event will be rewarded with gifts.

 

Prochiz goes international with new packaging

Mulia Boga Raya has exported Prochiz to nine countries including the Philippines and Malaysia. The new packaging helps to improve the image of the brand in overseas markets.

What Mini Me thinks

The makeover of Prochiz is timely. This enables Prochiz to compete with Kraft on a new level through price and aesthetic appeal.

What happened to flavoured Prochiz?

We caught up with Arifur Rahman, national sales manager Prochiz at FHI 2017 (Food and Hotel Indonesia). He told us that the flavoured Prochiz slices are no longer in the market because of issue with one of the ingredient suppliers.

Grow young together with Anlene Heart-Plus

By
Tan Heng Hong
-

Focusing on heart health

Fonterra Malaysia has launched Anlene Heart-Plus with MoveMax and HeartMax dual action formula for good heart health and mobility. The HeartMax formula comes with plant sterol to reduce cholesterol, omega 3 (DHA + EPA), potassium and folic acid.

Grow young together

The brand message is you need to have strong bones, muscles and joints (mobility) as well as a strong heart (low cholesterol) to “grow young together with your loved one.”

Featuring Datuk Sheila and husband Acis

The TVC features Anlene’s brand ambassador Datuk Sheila Majid together with his husband Hashridz Murshim Hassim (Acis). Sheila said she “always encourages her husband, music director Acis, to consume a healthy diet, stay physically active and perform regular check-ups” so that they can grow young together.

https://www.youtube.com/watch?v=PINQ-e-YdLU

The Anlene Heart-Plus is a squeal to Anlene BoneMax, which was launched at the end of 2016, showing brand ambassador Datuk Sheila grooving to the latest Sinaran Remix with her daughter, Kayda Aziz. The message was to show that she “would never let anything stop her from moving as young as she feels inside.”

With Anlene Heart-Plus, her husband will also grow young together with her. This opens up the opportunity for Anlene not only targeting female but also male consumers.

Here are the nutritional ingredients of the new Anlene Heart-Plus compared with Anlene Gold for adults aged 51 and above.

What Mini Me thinks

Anlene Heart-Plus taps into the strong desire of growing young together with your partner and still able to enjoy live together. This theme sets in motion the innate desire of the other sex (mainly females) to encourage their spouse to start drinking Anlene milk so that they can age healthily together.

Image from the web

Press Release: ”Unlock the Warrior in You” with an elixir that boosts your courageous confidence

By
Tan Heng Hong
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From left: Jate Samathivathanachai, Director of Strategy & Investments at Allexcel; Athita Bunpatimakorn, Assistant Business Development Manager - International Business T.C. Pharmaceutical Industries Co., Ltd.; Pornsak Sermwiwatwong, Senior Business Development Manager from T.C. Pharmaceutical Industries Co., Ltd.
  • All-new sparkling energy drink that keeps you alert and active to help you conquer the day
  • Comes in two great-tasting flavours: zesty lemon and fruity strawberry

 Petaling Jaya, 31 March 2017 – Allexcel and TC Pharma today announced the launch of Warrior, an all-new sparkling energy drink. Warrior is a dynamic brand that has its sights set on expanding the energy drink category in Malaysia by helping consumers to ‘’unlock their courageous confidence’’ and warrior spirit with two great-tasting flavours – zesty lemon and fruity strawberry.

Infused with the goodness of vitamins B and C to enhance concentration and increase the body’s immunity, respectively, as well as an energy boosting Ginseng extract, Warrior offers consumers the much needed alertness to move forward with their daily endeavours with the courage, confidence and bravery of a Warrior!

Jate Samathivathanachai, Director of Strategy & Investments at Allexcel, said “Warrior is a fantastic product. It not only tastes great but its bubbles tickle your tongue while the vitamins, ginseng extract and taurine provide the energy one needs to continually cross off that never-ending to-do list. Warrior aims to be the enabler for millennials and youths to push themselves to reach their full potential with a stride of confidence.”

Samathivathanachai further elaborated that the Warrior personality resonates with young ‘Modern Day Warriors’ who are seeking ways to bring out the best in themselves, step out of their comfort zones and engage in new experiences. People in general require assurance that they are making the right decisions and the brand strives to be the catalyst in helping to motivate consumers to believe in themselves – and with that comes the birth of a true warrior. Life is full of challenges, but don’t be a WORRIER, be a WARRIOR.

“One of our goals for launching Warrior in the Malaysian market is to provide consumers with an exciting alternative to regular ready-to-drink beverages in the form of a refreshing sparkling energy drink as well as to revitalise the millennial palate. Warrior is a dynamic beverage made using high quality ingredients and appeals to consumers with active lifestyles who are looking for a pick-me-up” added Samathivathanachai.

As part of the launch and the three day “Warrior Genesis” roadshow, members of public will get to experience a novel tech crossover journey to “Unlock the Warrior” in them. Activities begin with participants donning their arms with intricate eye-catching body marbling “War Paint”, a first in Malaysia, followed by a virtual reality “Mission”, concluding with participants striking a “Victory Pose” which will be captured by bullet time photography in the form of a lenticular 3D print that can be taken home as a keepsake of the Warrior journey. The Warrior roadshow commences today in Petaling Jaya and will make its rounds to Johor Bahru on April 29-30 and Penang on May 20-21.

Warrior is available at major convenience stores and selected petrol marts, independent small grocers, supermarkets and hypermarkets at a recommended retail price of RM2.10 – 2.30 per can (depending on channel). In conjunction with the launch, members of public will get to enjoy a special promotion of RM4.00 for two cans of 325ml Warrior from 31st March to 2nd April 2017 at Sunway Pyramid Shopping Centre’s Blue Concourse and a chance to experience the Warrior Journey with unique and exciting activities.

For more information about Warrior, please visit www.facebook.com/WarriorSparklingEnergyMY and www.instagram.com/WarriorSparklingEnergyMY.

About Warrior Sparkling Energy Drink

Warrior is an all-new sparkling energy drink for individuals with active lifestyles and is available in two refreshing flavours – zesty lemon and fruity strawberry. Warrior is infused with the goodness of vitamins B and C to enhance concentration and increase the body’s immunity, as well as an energy boosting Ginseng extract to keep one alert and active to conquer the day. Warrior is available at major convenience stores and selected petrol marts, independent small grocers, supermarkets and hypermarkets at the recommended retail price of RM2.10 – 2.30 per can (depending on channel). For more information, please visit www.fb.com/WarriorSparklingEnergyMY

About Allexcel Trading Sdn. Bhd.

Allexcel Trading Sdn. Bhd. (“Allexcel”) is the brand representative and exclusive agent for Red Bull® Energy Drink and Warrior® Sparkling Energy Drink in Malaysia. Allexcel launched Red Bull® in Malaysia in 1993 and the brand is currently the No. 1 energy drink in the country. Red Bull enhances alertness, endurance and performance – stimulating both mind and body. Warrior® Sparkling Energy Drink was launched in 2017. For more information, please visit www.redbull.com.my and www.fb.com/WarriorSparklingEnergyMY

About T.C. Pharmaceutical Industries Co., Ltd. 

T.C. Pharmaceutical Industries Co., Ltd. (“TC Pharma”) is one of the leading F&B companies in Thailand with a diverse product portfolio comprising four product categories – energy drinks, electrolyte beverages, functional drinks and snacks – and more than thirty product lines under nine brands. TC Pharma is the sole manufacturer of Red Bull® and Warrior® formulas worldwide and creator and owner of Red Bull® and Warrior® trademarks. TCP was founded in 1956 by Mr. Chaleo Yoovidhya. In 1975, Mr. Chaleo invented Krating Daeng (“Red Bull®”), an energy drink that combined a stimulating effect with a unique taste profile, thereby creating an entirely new product category. The company has over 2,600 employees at its headquarters, production sites and joint-venture locations around the world. For more information, please visit www.tcpharmaceuticals.com

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