FrieslandCampina Thailand receives FMCG Asia Awards 2024 for fortified UHT milk product for kids
The premium UHT milk is tailored to meet the evolving needs of today’s Thai families.
Multinational dairy company FrieslandCampina Thailand won the FMCG Asia Awards 2024 as the recipient of the Product Launch of the Year - Thailand category for the successful launch of its affordable premium ultra-high temperature (UHT) milk, Foremost Omega Smart Gold, strategically blending consumer-driven innovation, new brand belief, and superior nutritional science.
Guided by Foremost brand’s purpose of “Nourishing Thais to become a better version of themselves,” Foremost Omega Smart Gold has been reformulated and relaunched with a clear mission: to provide superior nutrition for brain, immunity, and body support at an accessible price for all.
This is after extensive research on Thai moms showing that kids’ brain development remains the first priority when choosing UHT milk, followed by immune support and physical development.
At the heart of Foremost Omega Smart Gold is its new brand belief, “Happy Power.” It is founded on the idea that when kids do what they love and are truly happy, they can unleash their full potential.
Foremost Omega Smart Gold provides essential nutrients that fuel brainpower, boost immunity, and strengthen the body, allowing kids the freedom to explore, learn, and do things that will make them happy. This includes DHA at 27 mg per serving—one of the highest levels in kids’ UHT milk— blended with Sphingomyelin, MFGM, Omega 3 and Vitamin B12. These ingredients collectively support cognitive function and learning.
In an era where immunity is more critical than ever, Foremost Omega Smart Gold introduced GOS (Galacto-oligosaccharides) uniquely combined with Vitamin C, a powerful blend that enhances the body’s active defences, helping kids stay strong and healthy.
Through strategic media support, on-ground activations, and extensive sampling, the launch has driven deep market penetration and has strengthened the product’s leadership in the kid’s UHT category.
The product concept and taste have been validated through a home use test with 400 moms and have received higher usage intention at 98% compared to competitors. The campaign also highly resonated with moms, achieving 1.4 million views on campaign assets within three days of the product launch.
“Foremost Omega Smart Gold is not just a new product, it is a revolutionary promise to kids’ nutrition. By combining high-quality ingredients, deep consumer insights, and a commitment to affordability, we are confident that Foremost Omega Smart Gold will set a new standard in accessible premium nutrition moving forward,” the company said.
Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
