Milk-maker to stress benefits of high calcium

Managing director Ian Gearing yesterday said consumers were reluctant to consume high-calcium UHT milk and preferred fresh milk, because it was cheaper.

High-calcium milk is about 15 per cent more expensive than fresh milk.

Marketing director Kaweemat Tangkiriphiman said only 20 per cent of all milk consumers drink high-calcium milk.

Therefore, the company needs to create understanding among adult consumers and working women aged 25 and older that high-calcium milk is good.

The company has been selling high-calcium milk for nine years.

Kaweemat said the new Komplete Formula product would help build awareness.

The company will spend Bt70 million on broadcast and print advertising to sell the new milk.

It continues to use Lalita "Mew" Sasiprapha and her two children as the face of the new product.

Building awareness of high-calcium milk should not be difficult, given that consumers are now more health conscious.

The high-calcium-milk market is worth Bt1.5 billion, with the UHT segment accounting for about 70 per cent. Powdered and pasteurised milk have equal shares of the market.

Foremost has about a 70-per-cent market share.

Gearing said the new product would enable the company to increase its market share 5 per cent and sales 20 per cent.

The market experienced a slow-down early this year, but there is still a possibility of 15-per-cent annual growth, such as was seen last year.

Apart from Komplete Formula, the company recently launched new flavours for its non-fat yoghurts and UHT milk Foremost Calcimex Beautiva.

The new flavour is a combination of pomegranate and berry juice. Calcimex Beautiva targets the "emerging adult" age group, which includes those from 19-24.

Nitida Asawanipont

The Nation