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Press Release: Coca-Cola Gets Another Date with Wendy’s

Photo Caption (L-R): Gareth McGeown, Stephen Lusk, Sydney Quays, Saw Yung Sheng

25 January 2017

Coca-Cola Malaysia just got another date with Wendy’s® to continue serving its beverages at the quick-service hamburger chain’s 10 outlets in Malaysia. The previous agreement was for five years beginning in 2012, which has now been renewed for three years until 31st December 2019.

Diners will be able to enjoy a choice of Coca-Cola, Coke Zero, Sprite, Fanta Grape, Heaven and Earth Ice Lemon Tea and Minute Maid Refresh along with freshly prepared food that Wendy’s® is known for.

“At a Wendy’s® stores you know you’re going to get a great burger and some awesome chili, which tastes even better when accompanied by a cold beverage from Coca-Cola,” said Stephen Lusk, Chief Executive Officer of Coca-Cola’s Bottling Investment Group Singapore, Malaysia and Brunei.

Wendy’s® Malaysia is operated by Wen Berjaya Sdn Bhd, a wholly owned subsidiary company under Berjaya Corporation Sdn. Bhd. Its first outlet in Malaysia opened on 5 April 2008 in Sunway Pyramid, Selangor.

Wendy’s® outlets are located at Sunway Pyramid, Atria Shopping Gallery, Jaya One, Mont’ Kiara, Berjaya Times Square, Suria KLCC, Gateway@KLIA2 and D’Pulze, Cyberjaya; with its Penang outlets located in Sunrise Tower and Design Village, Batu Kawan.

“We are excited about this ongoing partnership and we look forward to strengthening this bond to grow our brands together, to provide our customers with a cut above quality and service,” said Sydney Quays, Executive Director Berjaya Food Berhad.

 The agreement signing was witnessed by Gareth McGeown, Commercial Director for Coca-Cola Singapore, Malaysia and Brunei, and Saw Yung Sheng the Deputy General Manager Wendy’s®.

The Coca-Cola Company in Malaysia

In addition to Coca-Cola, one of the world’s most valuable brands, the Coca-Cola system in Malaysia manufactures, markets and distributes over 20 products including sparkling beverages (Fanta, Sprite, A&W, Schweppes), zero-calorie sparkling beverages (Coke light, Coke zero), juice drinks (Minute Maid Pulpy), teas (Heaven and Earth) and water (Dasani).

Coca-Cola has invested RM1 billion in Malaysia since 2010, creating more than 800 jobs and touching over 75,000 customers directly with a total reach of over 200,000 customers across Peninsula Malaysia and East Malaysia. Through its programmes and partnerships Coca-Cola Malaysia aims to make a lasting positive difference in the local community.  From promoting active lifestyles through their partnership with the Olympic Council in Malaysia, to working with Raleigh International and Muslim Aid Malaysia to provide access to clean water for more than 20,000 villagers in rural Sabah, and economically empowering women in East Malaysia through the SURI entrepreneurship programme – Coca-Cola is committed to building sustainable communities in Malaysia.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices. Led by Coca-Cola, one of the world’s most valuable and recognizable brands, our company’s portfolio features 20 billion-dollar brands, 18 of which are available in reduced-, low- or no-calorie options. Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the world’s largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages.  More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates.

For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company

About Wendy’s®

It all started with Dave who was taught by Grandma Minnie Sinclair about doing things right, treating people well and important lessons about quality and service. Born Dave Thomas on July 2, 1932 in Atlantic City, New Jersey, he was adopted by Rex and Auleva at six weeks old.

Rolling up his sleeves, Dave dropped out of school at the age of 12 and began working full time in a restaurant and then immersed himself into the business, working and learning hard from mentors while holding true to the philosophy taught by his grandmother.

Dave opened his first Wendy’s® restaurant in 1969 in Columbus, Ohio. The restaurant was named after one of his five children. He was adamant not to cut corners from the start hence the square hamburger was born. Wendy’s® quickly became a household name since then and grew into an established franchise serving up a variety of fresh, high quality and great tasting products that is loved by people from all around the world.

How FMCG brands carry out Chinese New Year marketing in Singapore

Chinese New Year is celebrated with a bash in Singapore, a country with 5.75 million people, of whom over 70% are of Chinese descent. For some of the categories, substantial sales come from Chinese New Year, which makes the festive season an important sales period in their marketing calendar.

Here are some examples of how brands celebrate Chinese New Year in the island nation.

Milo

This year, Nestle’s Milo is celebrating Chinese New Year with a limited-edition Milo in 200ml packs featuring auspicious Chinese characters – 福 (prosperity), 春 (spring) and 吉 (luck). The design incorporates a sports element featuring basketball, football and tennis ball to strengthen the bond between Milo and sporting activities.

Super Coffee – Double happiness

Super Coffee promotion is called 好事成双 (good things come in pairs).

OldTown Coffee

OldTown is celebrating the year of the rooster with a special limited-edition gold packaging featuring three designs. The auspicious word is 幸福满满 (full of happiness).

Carlsberg – Opportunities abound

The auspicious tagline for Carlsberg for this year is 处处生机 (opportunities abound).

Guinness – Filled with fortune and flavour

Guinness comes in a gold box featuring the word 福味满乐 or “May Your Year Ahead be Filled with Fortunate and Flavour”.

Tiger – Make reunion counts

Heineken’s Tiger Beer key theme for Chinese New Year 2017 is “Make Reunions Count.” Venus Teoh, Head of Marketing, Asia Pacific Breweries (Singapore) said “Tiger Beer is committed to helping Singaporeans rediscover the meaning of home. Just as we’ve set out to reignite passion for the love of our street food, this festive season, we want to make reunions count by reminding everyone that there is really no place quite like home, and empower them to make this reunion a meaningful one.”

3,500 limited-edition Tiger Beer mahjong sets were given away to lucky customers as well as SGD 888 cash prizes. To know if they have won the prizes, all consumers need to do is to check under the cap.

Mobile advertisement for Tiger Beer on the streets in Singapore. Image above was captured by the author

The brewer also introduced the “Tiger Beer – Home” campaign featuring three Singaporeans who took the courage to pursue their dreams. Singaporeans are encouraged to bring a loved one home and make their reunions count.

F&N – Golden rooster

F&N is celebrating the year of the golden rooster with attractive festive packaging designs for its multi-can pack. The auspicious greeting for the F&N flavoured carbonated soft drinks is 金鸡报喜 or “Golden Rooster Proclaims Happiness”.

The 100Plus isotonic drink, meanwhile, comes with two limited-edition designs featuring the words 喜 (happiness) and 福 (blessing).

Grand Ferrero Rocher

Ferrero Rocher is popular for gifting during Chinese New Year because its gold wrapper symbolises wealth. This year, the company has made available Grand Ferrero Rocher featuring a delicious chocolate shell with 2 Ferrero Rocher inside.

Cadbury – Glow

Mondelez is bringing back the Cadbury Glow limited edition premium chocolate, which is a luxurious pralines, for Chinese New Year. Other products for the festive season include Cadbury Favorites, Cadbury Milk Tray, Cadbury Dairy Milk and Cadbury Choclairs. These are all meant for sharing with friends and family.

Merci – Rooster key ring

Merci, the chocolate brand of August Storck KG, is giving away Merci rooster key ring with every SGD 10 purchase of any Merci products.

Brand’s – Nourish the ties that matter

Brand’s has always been part of Chinese New Year gifting. This year, it offers 4x of Essence of Chicken 12s x 68ml featuring auspicious messages 好事连连 (Good things happening repeatedly).

Ribena – Usher in spring by giving away purple

Lucozade Ribena Suntory is back once more focusing on Ribena Sparkling as the flagship product to celebrate Chinese New Year with a sparkle. The brand gave away a free can of New Moon Pacific Clams 425g (worth $9.90) with every purchase any 4 x 6s Ribena Sparkling Packs on 7-8 January 2017.

Ribena’s auspicious message is 送紫迎春庆团圆, which literally means “Usher in spring by giving away purple (Ribena).

Coca-Cola – Food pairing

In Malaysia and Singapore, Coca-Cola’s key theme for the 2017 Chinese New Year is 可口可乐同吃同乐, which literally means “Fun with food.” The bottle comes with three food-theme designs.

Knorr – WMF scissors for redemption

Unilever is having is having a redemption program for its seasoning brand Knorr as well as other participating brands like Planta, Lady’s Choice and Best Foods. The idea is to use Unilever’s food products to create the special Chinese New Year dish.

Knorr Hao Chi – all-in-one seasoning

Maggi – Free prosperity cookware

Nestle’s Maggi is giving away a free Korean properity cookware with every SGD 68 purchase of Nestle participating products.

Swanson – Making reunion dinner tastier

Campbell’s Soup Singapore’s Swanson aims to make reunion dinner tastier by adding the chicken broth in the reunion dinner hot pot.

What Mini Me thinks

The creative playing of words to create an auspicious and unique greeting for the brand is important in every Chinese New Year marketing campaign. Packaging and reward are also important to attract consumers at point of sale.

7-Eleven new channel for craft beer in Singapore

The craft beer movement in Singapore has gained strong momentum in the past few years. The island nation even has it own craft beer festival called Craft Singapore. According to CNBC in March 2016 citing Charles Guerrier, founder of CRAFT Singapore, the country has a dozen of microbreweries including four opened in 2015.

A lot of the craft beers are imported as consumers are more likely to favour foreign brands. Guerrier added that the key barriers to growing craft beer market share are high taxes on alcoholic drinks and the tough regulatory environment. According to Winston Kwang, owner of Beerstyle Distribution, craft beer accounts for just 2% of the country’s beer market by volume, which shows craft beer is still very nascent in Singapore

From Archipelago Brewery to RedDot BrewHouse

Singapore does have a few homegrown craft beer labels for the retail market including Red Dot Indian Pale Ale by RedDot BrewHouse, the country’s first locally owned, independent commercial microbrewery and Archipelago Brewery. The latter is owned by Heineken Asia Pacific and has been producing local craft beers since 2006.

Image from Archipelago Brewery Facebook site

Archipelago Brewery’s Singapore Blonde Ale is available at RedMart.com, while RedDot BrewHouse’s Red Dot Summer Ale is sold at 7-Eleven.

7-Eleven is the new channel for craft beer

Apart from supermarket, craft beer is now available at 7-Eleven convenience stores in Singapore since November 2016. The addition of a new distribution channel will make craft beer more accessible to consumers, thus helping to popularise the new category further.

The craft beers at 7-Eleven comprise:

  • Tuatara Bavarian Hefe (New Zealand – SGD 8.50)
  • Gosnells London Mead (UK – SGD 9.00)
  • Red Dot Summer Ale (Singapore – SGD 8.00)
  • Little Creatures Bright Ale (Australia – SGD 5.90)

What Mini Me thinks

It is interesting to see 7-Eleven Singapore moving along with time by making craft beer available at over 400 outlets in the country. Having craft beer in the store also serves the purpose of popularising craft beer and turning 7-Eleven into the place for craft beer going forward.

Knorr, Coca-Cola goes on air on Ho Chak! food hunting program

In the run up to Chinese New Year 2017, Unilever and Coca-Cola have entered into a collaboration with Ho Chak! (好吃), a popular Chinese-language food hunting program on 8TV in Malaysia, for product placement and cross marketing. This cements Ho Chak as a popular platform for food and drinks companies intending to reach out to the Chinese-speaking audience in the country. It also marks the diversification of Ho Chak!’s existing partnership with Nestle Omega Plus, which contains Acticol proven to lower blood cholesterol.

Knorr Pasti Sedap

Knorr Pasti Sedap is an all-in-one seasoning made with a unique blend of garlic, red onion and white pepper. In the episode of Ho Chak!, Pasti Sedap was used to enhance the taste of the Chinese New Year dish.

Screenshot from TonTon
Screenshot from TonTon

Coca-Cola food pairing theme

It is not the first time Coca-Cola Malaysia has worked with Ho Chak. In 2012, Coca Cola Far East Limited (Malaysia Branch) was the finalist at the Malaysia Media Awards for the The Great Fanta Theft campaign. The advertisement made used of the food show to make the hosts take a sip of Fanta to convey the sense that Fanta is “playful, naughty, humorous, tasty yet healthier”.

This time, Coca-Cola became the beverage of choice in the episode. It ties in with the theme for the 2017 Chinese New Year as reflected in the packaging design featuring the food pairing positioning.

Nosy uncle

The “nosy auntie” advertisement is repeated again in the Ho Chak! program where Gary Yap became the “nosy uncle” asking Rickman Chia when he is going to find a girlfriend. Rickman used the same old trick by offering Gary, who was acting as an elderly man, a glass of Coca-Cola to ease the awkward situation.

Being probed by the elderly
Aren’t you thirsty
Have a glass of Coca-Cola to ease the awkward atmosphere

This is the same approach used in the Coca-Cola TV commercial for Singapore and Malaysia to subtly associate Coca-Cola as the indispensable drink for the festive season especially at reunion dinner.

Nosy auntie asks if she has a boyfriend

What Mini Me thinks

Ho Chak! has proven once again to be a popular show for brands to associate themselves with when it comes to linking their food and drinks with mouth-watering meals.

A visit to Wine Warehouse at Giant Suntec City

Image from Giant

The new Wine Warehouse at Giant Suntec City, Singapore is an interesting concept. In the word of the supermarket chain, it is the “perfect shopping spot for wine lovers to get to know more about wines and make a a better choice with their purchases”. The “friendly in-house wine specialist will be able to guide you to choosing the perfect wine for any occasion within your budget”.

Image above of Wine Warehouse at Giant Suntec City comes from by Giant Singapore

In-house wine specialist

Images above and below were taken by the author at Wine Warehouse, Giant Suntec City

Joe is the friendly in-house wine specialist at Wine Warehouse, which is on the upper floor of the supermarket. What is interesting about this concept is there is an functional bar at Wine Warehouse where people can actually drink alcoholic drinks in the premise. Known as the Booze Corner, it the perfect venue for people to chill out after work or for seniors to brag about anything.

The Wine Warehouse at Giant is also the first hypermarket where consumers can purchase from the rack for immediate consumption. In addition to that, consumer can personalised their bottles with messages perfect for gifting.

What Mini Me thinks

The Wine Warehouse at Giant helps personalised the shopping experience for alcoholic beverages in the supermarket. The Booze Corner is the highlight and makes perfect sense for people who does not want the expensive pub or bar experience and just want a place to hangout like in the coffee shop but with an air conditioned setting.

New flavoured version of Three Legs Cooling Water available in Singapore

Wen Kee Group introduced the flavoured version of its flagship Three Legs Cooling Water in Singapore around November 2016. It comes in two flavours – tropical Guava and Lychee. Three Legs Cooling Water is traditionally used to relieve body heatiness. Symptoms of body heatiness include mouth ulcer and sore throat.

Available in Indonesia since end-2015

In Indonesia, the same product in the new on-the-go pack in 350ml PET bottle was already available  at the end of 2015 as a move to move up the value chain (premiumisation). Kino has the license to produce Three Legs or Cap Kaki Tiga in Indonesia and Cap Kaki Tiga was made in the country since the 1980s. The latest addition to the range at the end of 2016 is the key lime (jeruk nipis) flavour.

What Mini Me thinks

Unlike introducing new product abroad, the flavoured cooling water is a good example of how product innovation that has been successful abroad is re-introduced into Singapore by the same license holder. The Flavoured Three Legs Cooling Water in Singapore is made by PT Kino Indonesia at Serang in West Java and imported by Wen Kee Marketing (S) Pte Ltd.

Highlight of beverages showcased at Cafe Malaysia 2017

Cafe Malaysia 2017 (12-14 January 2017) saw the showcasing of several interesting beverages looking to tap opportunities in the on-trade channel.

Beeloved honey drink

BeeLoved is a natural honey infused juice drink comprising two flavours – mixed berries and apple lychee. They come in a nice glass bottle. BeeLoved honey drinks are made in Thailand by Nestural Co Ltd under license of Plentybucks Co Ltd beeloved Thailand and is distributed in Malaysia by Aroventures Sdn Bhd.

It is 100% natural with no artificial colouring and flavours. It is free from preservative and has no purified sugar. The ingredients of the BeeLoved Honey Drink with Apple Juice and Lychee Juice are 82% water, 10% natural purified honey, 4% apple concentrate and 4% lychee concentrate.  It has the USDA approval and the Thailand’s halal certification.

Aroventures is targeting the drinks at cafes, restaurants, gym centres, offices and private events.

Aporo juices

Aporo juices are made from freshly crushed New Zeland fruits in Hawke’s Bay. According to Averest Foods Ltd, the juice is “extracted from a single press process, and then flash pasteurised to retain its original aroma and bursting with natural flavour, before it is cooled down and filled into steriled bottles”.

  • Not from concentrates.
  • No added sugar.
  • No added preservative.
  • No added flavours.
  • No added colouring.

The juices have a 12-month shelf life. The launch in Malaysia was held in May 2016. Aporo is now available in selected retail outlets and food service establishments in the country.

F&N Magnolia Barista Milk

The F&N Barista Milk is a product created specially for, as the name implies, the baristas to make the perfect coffee. It contains 100% pasteurised fresh milk and comes in a 1 litre pack. F&N Barista Milk is manufactured in Malaysia.

Here are the nutritional highlights

Happy Bottle

Happy Bottle is a startup producing artisanal bottled Cold Brew Coffee and Tea to individuals, cafes, companies and events. All its Cold Brew is freshly brewed to order.

The beverages can be ordered online at http://www.happybottle.com.my

3 Horses malt-based beverage

The 3 Horses is a malt-based beverage made in Germany. It contains no alcohol and comes in 6 flavours – classic, pomegranate, peach, lemon, apple and strawberry. Another 3 variants are the light flavours of lemon, apple and strawberry. They have been tested 100% non alcohol by the Malaysia Biotechnology Corp.

More details of the interview with United Dutch Breweries can be found here.

 

Interview with Ries Kroos from United Dutch Breweries on 3 Horses malt drink

Malt-based beverage has attracted a lot of interest lately in Malaysia. This follows the expansion of the distribution channel of Barbican now distributed by Coca-Cola. The other players in the malt-based drink category in the country are Bavaria and 3 Horses. 3 Horses was exhibited at the Malaysia International Halal Showcase (MIHAS) 2016 in April 2016.

At the recent Cafe Malaysia 2017 in January 2017, we had a chance to speak to Ries Kroos, United Dutch Breweries (UDB) sales manager Asia-Pacific, to find out more about 3 Horses, UDB’s flagship malt-based drink.

Highlights of the conversation:

Produced in Germany

UDB has its own distribution platform in Malaysia and will not go the same route as Barbican, which is now distributed by Coca-Cola. UDB does its own brewing in a factory in Germany and ensures no fermentation is added to the process. The market for malt-beverage is much bigger in the Middle East.

Light version

3 Horses is positioned as a malt beverage and is healthier than other beverages. UDB is also the first to have the light version. [Author: There are three flavours under the light version – lemon, strawberry and apple]

Malt beverage has a strong acceptance worldwide and is seen as something different and premium plus it is halal suitable for Muslim consumers.

Focusing on the on-trade

3 Horses is currently focusing on the on-trade before moving into retail. The participation of UDB at Cafe Malaysia is to provide restaurant and coffee house owners with a healthy addition to their standard soda drink.

Indonesia

The market is big and with the knowledge acquired in Malaysia in terms of distribution, UDB can go into Indonesia. But for Indonesia, products like Bintang 0% is seen as an alcohol-free beer and not as a malt-based drink.

Positioning

3 Horses is a malt-based beverage and is not an alcohol-free drink. [Author: In some markets like Germany, alcohol-free beer is allowed to have up to 0.5% alcohol content but in Indonesia, alcohol-free beer has 0% alcohol content].  In the retail channel, 3 Horses will be placed next to carbonated soft drinks. This is to ensure the target consumers are comfortable with the product.

Packaging

3 Horses has the can version in  Middle Eastern countries where the packaging is more focused on can. In Malaysia, UDB started off with glass bottle to allow the company to position 3 Horses with the nice, premium feel and touch. The glass bottle packaging is very good for on-trade as cans are a little bit more for the retail. UDB is open to the possibility of introducing can maybe at a later stage or for other channels.

Halal

There is currently no issue with halal. It is not yet on the packaging because in the Middle East, it is not necessary to have the halal logo on the packaging. In Malaysia, it is important to make consumer comfortable and to make them understand that it is halal with 0% alcohol. 3 Horses is currently certified halal by the Iran-based Islamic Chamber Research & Information Center (ICRIC), which is recognised by JAKIM, and is tested 100% non-alcohol by the Malaysia Biotechnology Corp.

Here is an additional information on the permissibility of malt soft drinks for Muslims consumers.

National Fatwa Council ruled malt soft drinks can be consumed by Muslims

National Fatwa Council in 2011, the council has ruled that malt soft drinks like Barbican and Malta can be consumed by Muslims. The National Fatwa Council chairman, Prof Emeritus Tan Sri Dr Abdul Shukor Husin said on 16 July 2011 “hence, such drinks are allowed to be consumed by Muslims in line with the decisions made by the council at its previous series of muzakarah or discussions (in 1984, 1987, 1988 and 2010).”

3 Horses is currently available at food service establishments in Malaysia.

 

New Pelican Cooler alcoholic drink with malt extract

Malaysia’s Pelican Winery (M) Sdn Bhd has recently introduced a unique alcoholic malt extract beverage. The drink comes with the lemon flavour and a 5% alcoholic content.

With malt extract

The interesting thing about the Pelican Cooler is the use of malt extract, which is widely applied in the food and beverage industry. According to Ingredient Resources, the maker of PureMalt, the application of “malt extracts late in the brewing process can offer enormous flexibility in flavour, colour and mouth feel.”

The Pelican Cooler was spotted at Cold Storage selling in a pack of 4 x 275ml bottles for a price of RM 31.99.

Etika and video streaming provider Dimsum tied up for CNY

Image from Advertising+Marketing Malaysia

Etika Sdn Bhd, PepsiCo’s sole bottler in Malaysia, and the video on demand (VOD) service Dimsum have partnered to provide customers with 60 days of free access to the two-month-old service. Customers who bought a carton of 330ml 7UP, Pepsi or Revive will have a chance to receive one of the 400,000 sets of limited-edition red packets containing free access codes. Each carton will have nine red packets featuring the promo code for Dimsum, the first VOD service in Malaysia featuring Asian content.

The news about the tie-up was made on 13 January 2017, which means consumers only have 15 days to avail this offer until Chinese New Year kicks in on the 28th of January. However, this promotion will last until the end of February 2017.

What Mini Me thinks

This year, Etika has done away with TV commercial for its range of beverages in favour of a partnership with the VOD service provider Dimsum. This partnership will surely resonate with the young crowds who are increasingly consuming media through iflix, Netflix, TonTon and other VOD platforms. However, there is little or no mentioning of the Etika-Dimsum tie-up on the ground.

Etika also does not seem to have made a big buzz about its new limited-edition Chinese New Year Pepsi cans. This is unlike what it did with the marketing of other high-growth segments like RTD tea (Wonda Coffee), Mountain Dew and Goodday milk.

Etika’s group marketing manager Santharuban Thurai Sundaram said during the launching event of the Dimsum partnership that “during Chinese New Year, isotonic and other canned drinks are heavily consumed.” This year, surprisingly, Revive social media page does not have any CNY posting as of 20 January 2017, which makes the author wonder if valuable marketing resources have now shifted to the growth categories.

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