FrieslandCampina wins Consumer Good of the Year (UHT Milk) - Thailand at FMCG Asia Awards for nutritional innovation
FrieslandCampina’s groundbreaking Foremost Omega 369 initiative marked a significant stride in nutritional innovation and accessibility in the dairy industry.
FrieslandCampina (Thailand) PCL received its recent remarkable achievement in the Consumer Good of the Year (UHT Milk) - Thailand category at the esteemed FMCG Asia Awards. This recognition comes in honour of the company's groundbreaking Foremost Omega 369 initiative, showcasing its dedication to nutritional innovation and access in the dairy industry.
The goals of FrieslandCampina, as highlighted in their commitment to providing better nutrition and expanding access to food, resonate well with the values of the FMCG Asia Awards. The FMCG (Fast-Moving Consumer Goods) sector places a premium on companies that innovate and contribute to the well-being of consumers. FrieslandCampina's focus on delivering valuable nutrition through dairy products aligns with the core principles of the FMCG Asia Awards.
Based on data they gathered, 60% of Thailand's population is in the lower income bracket, facing challenges in getting nutritious food due to economic pressures. With this, they aim to enhance access to quality nutrition by leveraging their product's affordability and distribution strength. To improve their product's nutritional value, they partnered with Thailand's leading university, conducting research (SEANUTS II) on over 3,400 Thai kids. The study revealed that over 60% of the children ranging from age 1-12.9 years old, lack recommended amounts of essential nutrients in the body like Calcium, Vitamin D, Vitamin C, and Zinc, highlighting the need for nutritional improvement.
To ensure that the kids will meet the nutritional values, they adjusted the formulation of their Foremost Omega 369 with brain development nutrients such as DHA +60%, Omega 3 6 9, Sphingomyelin, and Vitamin B12 along with other crucial micronutrients – Vitamin A, C, D, Iron and Zinc. Additionally, they conducted sensory taste so the product meets nutritional standards and aligns with consumer preferences. The positive results from these tests underscore FrieslandCampina's commitment to delivering a product that combines nutritional excellence with an enjoyable taste experience.
Committed to accessibility, FrieslandCampina implemented an "Advanced Hybrid Market Model" for distribution, ensuring that Foremost Omega 369 reaches even the kids in the most remote areas of Thailand. This strategic approach aims to maximize product coverage and drive growth in penetration to households with children across Thailand.
The relaunch of Foremost Omega 369 has solidified FrieslandCampina's position as the No.1 choice in the UHT milk for kids market, boasting the highest market share in the past two years at 36.5% (+330 bps, YTD Sep' 23). Within the first two months post-relaunch, the company successfully served over 7.7 million litres of nutritious milk, significantly impacting the nutritional well-being of Thai children.
The initiative's success highlights a tangible impact on the nutritional well-being of Thai children. FrieslandCampina's position as the No.1 choice in the UHT milk for kids-market solidifies its leadership in delivering high-quality nutrition to households across Thailand.
In essence, FrieslandCampina (Thailand) PCL's achievements like this award reflect industry excellence and a commitment to improving lives through accessible and nutritious dairy products, setting a commendable standard in the FMCG sector and other countries with similar poverty and nutritional issues.
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 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
