How FrieslandCampina served nutritious dairy for Thai kids
FrieslandCampina’s milk product is targeted at kids to help them develop their full potential through optimal nutrition.
According to the Southeast Asian Nutrition Survey II, over 60% of Thai kids’ intake of nutrients does not meet the recommended amounts. These kids, aged one to 12.9 years old, lack basic micronutrients such as calcium, vitamin D, vitamin C, and zinc.
For them to develop to their full potential, different nutrients are required at different ages. Research reveals that during the first 1000 days, optimal nutrition has profound effects on cognitive, social, and emotional parts of brain development. (J. Pediatr, 2016)
In 2021, Friesland Campina launched Foremost OMEGA Gold product with 1+ and 4+ formulas. With its unique value proposition to provide “complete nutrition for child’s development to support continuous learning,” the launch is made so that each formula is tailored to support the growth of each age group.
Foremost Omega369 Gold 1+ formula is packed with DHA, omega, multivitamins and minerals, which are the micronutrients that are essential for kids, along with MFGM and sphingomyelin. On the other hand, the company’s 4+ formulation is equipped with a 50% increase in calcium along with various micronutrients to support the needs of growing-up kids.
The company aimed to serve all Thais with dairy products that are rich in nutrients at an affordable price under its brand purpose of “Nourishing Thais to thrive with a thoughtful heart.”
Amidst the pandemic and economic slowdown, FrieslandCampina understands that not all parents are able to afford dairy that is rich in nutrients. The company keeps the new formulation of Foremost Omega Gold at an affordable price level in order to serve all Thai kids.
“We were able to surpass customers’ expectations and continue to pursue the mission [of] providing the accessibility for high-quality dairy products to Thai kids in order to promote their health, development and growth,” the company said.
With this performance, FrieslandCampina successfully gained market share for the Foremost Omega gold product. Its volume growth also exceeded by 31.7%, which convert to an additional 500,000 litres of milk being served to Thai kids.
Its triumph in launching the Omega Gold product has been recognised by the FMCG Asia Awards for the innovation of bringing dairy to kids. “With the magic of milk, FrieslandCampina successfully serve nutritious dairy for Thai kids and it will continue to proudly serve its milk with an ambition to become the leader of the premium segment in ultra-high temperature milk for kids,” the company said.
The prestigious awards programme celebrates the most outstanding companies in the Asia Pacific FMCG industry that have shown exemplary performance with their innovative products and initiatives.
J Pediatr. 2016 August ; 175: 16–21. doi:10.1016/j.jpeds.2016.05.013
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 2023 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].