Bangkok--14 Jun--Mind Touch Announcing a major reshuffle with the launch of new business concept set to further strengthen its strong leadership position. Nestle CERELAC celebrates the 25th anniversary of its presence in Thailand as a leader in infant nutrition with the launch of new proactive strategies, under which the new business concept will be initiated, particularly in product revamp, the launch of new TV commercial and diverse product innovations, which will be done under big budget of more than 50 million baht. Mr. Patrice Gicquel, Country Business Manager, Infant Nutrition — Indochina Region, Nestle Nutrition, Nestle (Thai) Limited, reveals that over the past 25 years, Nestle CERELAC is the only brand of infant cereal product that focus on continuous development and improvement of its product quality so that it has been trusted by Thai mothers and stepped forward as the forefront infant cereal leader. “To celebrate the 25th year of Nestle Cerelac business in Thailand, we have set aside the budget of 50 million baht to the new significant strategies under the new business concept, consisting of the introduction of new Nestle CERELAC logo as well as packaging of the product, which will become more modern and outstanding in design. The change of Nestle CERELAC is regarded as a significant movement in its 25 years of business history in Thailand, focusing on the presentation of clear and outstanding CERELAC characters appearing in bold, red and modern style. The package will be horizontal and colourful to enable the mothers to easily study all product information,” says Mr. Gicquel. “In addtion, we have also introduced our latest Nestle CERELAC cereal formula - ‘Wheat and Mashed Banana’. Nestle CERELAC is produced from cereals and natural ingredients, such as wheat, brown rice and white rice, soya, mixed fruits, Cod Fish and natural honey. The products have been proceeded under Nestle’s unique technology called CHE - Cereal Hydrolyzed Enzymatically, which is a natural process that involves breaking down the cereals into smaller, more easily digestible parts. They will put together with complete nutrition supplement Prebio1 natural fibre, an active ingredient that helps maintain normal digestive functions, DocasaHexaenoic Acid (DHA), which is an omega-3 fatty acid playing a significant role in the development of brain cells and visibility, as well as vitamins and minerals,” he says. He adds that Nestle has also developed different formula of CERELAC infant cereal products to meet with different requirements of infants at each growth stage. Nestle Developmental Nutrition Plan has been adopted to help mothers give their babies the very best start in life and develop healthy eating habits that they can carry into adulthood or from 6 months to three years. Mr. Gicquel also reveals about the marketing plan set to celebrate the 25th Anniversary of Nestle CERELAC in Thailand, under which new TV commercial titled “Shopping” will be launched with the theme that Nestle CERELAC has been produced from natural ingredients, and rich of valuable nutrition. The products are meant for dedicated mother to help enhance the healthy development of their babies. The TV commercial has been set in the supermarket where the mother is doing her shopping with her baby and looking only for the best products for their babies. The new TV advertisement will be on air from today (June 13) onwards. Nestle CERELAC will also launch marketing communications activities through the ‘Pon Rak Look Noi’ TV program, broadcasting every Sunday on Channel 7, as well as various printed media. The company will also organize below-the-line events such as product sampling and the organizing of ‘Pon Rak Look Noi’ road shows at health centres throughout the kingdom set to create better understanding about the significant of complimentary food for babies. The customer relation activity entitied ‘Dear Mom Club’ will be organized to strengthen consumer loyalty to Nestle CERELAC brand. This will be run together with attractive sales promotions, which will be held between August and September. In addition, the trade promotion campaign will be conducted by focusing on outstanding display of its merchandises and extend the product distribution to small retail outlets. The company will also deliver the right product sizes and packages to the right distribution channels. Nestle CERELAC has projected a healthy growth of 12 per cent in sales this year, which will be in line with the growth of overall infant cereal market, which are expected to reach about 418 million baht in market value this year. For more information please contact Mind Touch Company Limited — PR Consultant Savitree Peungcharoenkun (081 816 4598) Or Chatsaral (Pom) Tiamwon (089 443 6886) Click for photo release at www.thaipr.net