New products to bolster Foremost's share of UHT market
Friesland Food Foremost (Thailand) Plc has set aside Bt80 million for marketing its new brand of non-fat yoghurt and UHT milk: Foremost Calcimex Beautiva.
Foremost's managing director, Ian Gearing, said consumers were becoming more and more health conscious nowadays and were seeking beverages that offer nutritional solutions to their "holistic" health & beauty needs. He said recent research had shown that high-calcium milk and yoghurt were the most sought-after products to meet these needs. The company's Foremost Calcimex range of products targets people aged 25 to 50 who want to protect their bones and manage their weight. By contrast, the Foremost Calcimex Beautiva range will be pitched at the so-called "emerging adult" age group: people aged 19 to 24. The company said it hoped its marketing campaign will not just increase its sales, but also encourage young adults to consume milk for health reasons. "Foremost is the current market leader in UHT milk sales with a market share of more than 50 per cent and double-digit growth recorded year on year in August," said Gearing. The Calcimex range contributed heavily to this growth. The company predicts that the new Calcimex Beautiva range will enable it to seize 8 to 10 per cent more of the high-calcium UHT milk market. The market for high calcium dairy products has grown continuously due to the ongoing launch of new products, especially high calcium UHT milk products, Kaweemat Tangkiriphiman, marketing director of Foremost. As would be expected from the market leader, Foremost has also introduced new products and hosted ongoing marketing campaigns and activities. The Calcimex Beautiva range is expected to further strengthen Foremost's position. TV presenter and actress Nadia Nimitr-vanich has been chosen to be the face of Calcimex Beautiva. The firm said she was selected because target consumers view her as "beautiful, outstanding and confident". Her image of a modern, energetic and self-confident woman will be used to represent the 'personality' of the new products. The Nation
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