"The change of the brand image is regarded as a significant move in its 25-year history in Thailand," said Patrice Gicquel, country manager for infant nutrition.

He said the new logo will focus on presenting clear and outstanding 'Cerelac' characters, appearing in bold and red, in a modern style. The package will be horizontal and colourful to let mothers easily study all product information," he added.

The new strategy is expected to help the company achieve projected sales growth of 12 per cent to Bt418 million this year, which will be in line with the performance of the overall infant cereal market.

The company also introduced its latest Cerelac formula: wheat and mashed banana.

Cerelac is produced from cereals and natural ingredients, such as wheat, brown and white rice, soya, mixed fruits, cod and natural honey.

Nestle has also developed specific formulas for Cerelac products to meet the special requirements of infants at each growth stage.

To celebrate the 25th anniversary of Cerelac in Thailand, a new TV commercial titled "Shopping" was launched yesterday, highlighting that Cerelac is produced from natural ingre-dients and is rich in nutrition.

Marketing communications activities will be organised through the "Phon Rak Luk Noi" television programme airing on Sundays on Channel 7, as well as in print media.

Below-the-line events will be held, such as product sampling and a "Phon Rak Luk Noi" road show to health centres throughout the country, with the aim of creating a better understanding of the significance of complimentary food for babies.

A trade promotion campaign will be conducted by focusing on outstanding

merchandise displays and

the extension of product

distribution to small retail outlets.