Alphagen Launch wins at Retail Asia Awards 2026 for Vietnamese nutrition affordability

Alphagen supports Concung to provide premium European pediatric nutrition to Vietnamese families at an accessible price point.

Alphagen won the Customer-Centric Brand of the Year - Vietnam Award at the Retail Asia Awards 2026. The brand was created with the ambition of building a brighter future in which every Vietnamese child has access to premium imported nutritional products.

Produced in France, the product supports immunity, digestion, and brain development in children. Through a direct supply chain model, the brand delivers premium European nutrition at an accessible price, offering up to 40% better value compared to other premium products with similar nutritional benefits and features. The product is designed to meet the nutritional needs of both Caesarean-born children and those who are breastfed alongside formula feeding.

Leveraging Con Cung’s extensive retail network as Vietnam’s largest mother-and-baby speciality chain, Alphagen can reach consumers through more than 1,000 stores nationwide as well as major e-commerce platforms. In addition, Alphagen has partnered with Con Cung to provide specialised nutrition training for their store team members, enabling them to offer expert guidance and directly address parents’ questions and concerns. The brand also integrates a digital product authentication system, allowing parents to verify the product’s French origin and access validated product information anytime, anywhere.

Digital communication strategy played a crucial role in the brand’s success. Alphagen focused on building trust before expanding its reach, prioritising meaningful engagement with parents who have genuine nutritional needs rather than relying on traditional mass-market advertising.

The brand created an ecosystem that brought together parenting communities, pediatricians, nutrition experts, and key opinion consumers (KOCs) to foster credible conversations around product quality, nutritional benefits, and the concerns and needs of Vietnamese parents in raising their children.

Combined with relatable short videos and authentic content on TikTok and Facebook, this approach enabled Alphagen to reach 6.3 million unique users and generate over 80% positive feedback from new customers. Within just three months of launch, the brand achieved more than 100,000 social media interactions, with TikTok serving as a key platform for authentic reviews and customer engagement.

The impact of the launch was significant within the infant milk powder segment. Eight months after entering the market, the brand achieved the highest sales and customer penetration for new launches at the retail chain. It also became a top 10 best-selling milk powder brand within six months despite offering only four products.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].