Bangkok--4 Mar--Ogilvy Public Relations
Dumex, the leader in baby and child nutrition, today introduced the first children’s nutritional yoghurt with the launch of “Hi-Q Yo-Kids” cup and drinking yoghurt that are full of nutritional value for kids aged between 3-8 years old.
Mr. Gustavo Hildenbrand, Managing Director of Dumex Thailand Co., Ltd., said, “Dumex’s mission is to stand by Thai mums through early life nutrition to improve their quality of life for today and tomorrow. Based on our on-going market research, we learn that mothers wish to provide their growing up kids with healthy nutrition while kids on the contrary are after tastier but low in nutrition snacks. As one of the most trusted brands among mothers, we see the opportunity to address this unmet need through tasty nutritional yoghurt with the taste that kids love and the nutritional value that mothers approve”.
“Being part of Danone Group, Dumex combines its brand strength in baby and child nutrition and Danone’s expertise in dairy to produce Hi-Q Yo-Kids yoghurt. With this new product, we are doing our part in promoting kids’ health. At the same time, we are contributing to the development of Thailand’s yoghurt market as Hi-Q Yo-Kids will create a new offering of nutritional yoghurt for kids” said Mr. Hildenbrand.
Riding on the success of Dumex Hi-Q products, Hi-Q Yo-Kids yoghurt will have the same nutrients as those in Hi-Q 3 Plus formulated powder. It will contain DHA; Gos/lc Fos; high calcium and vitamins B1, B2, B6, B12, D and iodine that support children’s growth and physical development. In addition, the special species of yoghurt culture will help improve kids’ digestion system.
Ms. Monchan Pruekvimolphan, Marketing Director, Dumex Thailand Co., Ltd., said, Hi-Q Yo-Kids yoghurt was specially developed for Thai children in terms of flavor, taste, size, package design, etc.
“Hi-Q Yo-Kids yoghurt will be manufactured at the very same factory that produces Activia, which is one of the best selling yoghurts on the market at the moment. The production standard will be extremely high and meeting all the requirements of Danone global standard. This will be the product that parents and their kids have been waiting for. By offering the first nutritional yoghurt for kids, we expect to double the growth rate of kids yoghurt market and achieve 20 percent share of kids yoghurt market in hypermarkets and supermarkets which is estimated at 650 million baht.
The company has allocated over 60 million baht to support this new product launch, including marketing and communication budget. A solid media plan together with other activities, such as TVC, in-store activation, will be used to synergistically drive awareness in-home, and trials and persuasion in-store.
Hi-Q Yo-Kids are available now in leading hypermarkets and supermarkets nationwide. It is available in both drinking yoghurt and cup yoghurt format. The drinking yoghurt comes in 80 ml bottle and is priced at 12 baht per bottle or 47 baht for a pack of four. The 70-gram cup yoghurt is available at 15 baht a cup or 59 baht for a pack of four.
Issued on behalf of : Dumex Thailand Ltd.
For further information : Ogilvy Public Relations
Pangkwan Kemawichanurat (
[email protected])
Tel. 02 205 6617
Ninrat Deesomsuk (
[email protected])
Tel. 02 205 6615