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Published on September 7, 2007

The company yesterday launched Milo Activ-B 3in1 with Cereal, promising wholesome nutrition from multiple grains and powdered milk to promote the optimum release of holistic energy for both the brain and body.

It is the latest innovation from the Nestle Research and Development Centre in Switzerland.

Busabong Payadyakul, Milo brand manager, said 360-degree marketing communications would be employed, especially a 30-second TV commercial designed to reinforce creative ideas and foster in children a power of readiness both in playing and studying.

The spot starts airing today.

The message will also be communicated through various media, including print ads, point-of-purchase promotions, consumer activities, in-store materials and product sampling for children at schools throughout the country, so they can access and recognise the brand in a short period of time.

The chocolate malt beverage market worth about Bt5 billion is divided into three segments - powder at 21 per cent, mixes at 27 per cent and ready-to-drink accounting for the rest.

"We have projected a growth rate of 15 per cent this year, which is in line with the sustainable growth of the chocolate malt beverage market, which enjoys annual growth of 14 per cent both in volume and sales. We also achieved our target growth over 10 per cent during the first six month of this year compared to the same period of last year," said Busabong.

Kwanchai Rungfapaisarn

 The Nation