Bangkok--12 Jul--Ogilvy Public Relations Worldwide Dumex, with its mission to be a caring expert and leader in the infant and child nutrition industry as well as celebrating its 50th anniversary in Thailand is launching two breakthrough innovations in formulation and packaging. The product innovation is under Dumex’s Hi-Q brand catering for two different age groups of children with “Hi-Q Natural Shield” and “Hi-Q Natural ProteQ”. They contain a unique internationally patented prebiotic combination that has been clinically proven to naturally strengthen babies’ immune system. Coinciding with the new formulation launch, Dumex is also introducing a revolution in packaging named “EaZyPack”. The new formulation and packaging launch is expected to raise Dumex’s overall share of the infant and child milk market this year from its present leadership position of around 30%. Mr. Christopher Stratton, Managing Director of Dumex Ltd., disclosed: “The Dumex brand has been the highly trusted choice for infant and child nutrition in Thailand for 50 years. Dumex is committed to provide quality products and latest information on child care to promote the growth and development of children. We are the caring expert to mothers who strive to offer the best to their children. Dumex was acquired last year by Royal Numico which is the leading baby food and clinical nutrition company in Europe. Riding on royal Numico’s world leading research capabilities and product innovation, Dumex is now in an excellent position to strengthen its position as a leader in the infant and child nutrition industry of Thailand and we will continue to enhance our products with proven scientific health benefits.” The Hi-Q Brand’s new ground-breaking formulations contain a unique prebiotic combination patented internationally by Numico. This patented prebiotic combination has been clinically proven to stimulate the growth of beneficial bacteria in the gut of infants and suppress the growth of the harmful bacteria. Recent clinical evidence has also demonstrated that there was a reduced incidence of infections (upper respiratory tract infection and diarrhea) and atopic dermatitis in infants fed with the prebiotic formula. Formulations with the unique patented prebiotic combination have been launched with overwhelming success in many countries across Europe, and more recently in Asia including China, Indonesia, Singapore and Vietnam. Dumex looks forward to a similar success in Thailand. In addition to the product innovation, Dumex is introducing a new packaging innovation at the same time. According to Ms Wanna Swuddigul, Marketing Director of Dumex Thailand Ltd., “Our packaging revolution, EaZy Pack, was developed based on extensive research with mothers regarding their unmet needs with the functionality and quality of conventional packaging. The innovative and unique features of EaZy Pack includes easy-to-open/ re-close lid, hygienic scoop holder and built-in leveler. These features were designed to provide mothers with convenience, hygiene, accurate measurements and to protect the quality of the products. The packaging design is patented and owned by Royal Numico and Dumex. It was first introduced in Europe where it has been widely accepted by mothers and Thailand is the first country in Asia to launch the EaZy Pack. Pre-launch research among Thai consumers has demonstrated a very positive response.” Ms.Swuddigul elaborates “To support the launch of the new breakthrough formulations and our unique new packaging, a major marketing support program is planned. To create brand awareness, advertising activities across various media will be led by new TV commercials. Several promotional activities aimed at reaching parents will be conducted. Dumex also offers mothers a Careline service where nurses and nutritionists will provide expert advice on child care and nutrition through our call center number (0-2740-3400). “In view of increasing pollution and other environmental factors, Thai mothers are increasingly concerned with their child’s health and immunity. Good nutrition plays an important role in building a strong foundation of the immune system from childhood. At Dumex, we are confident that the clinically proven formulations will support the development of the immune system of the children. This together with our new packaging means we are confident Hi-Q will continue to be the preferred choice of many Thai mothers,” concluded Ms. Swuddigul. Dumex Ltd., one of Thailand’s leading infant milk powder manufacturers, is part of the Netherlands-based Royal Numico Company. Royal Numico is a world leading, highly specialized baby food and clinical nutrition company, serving customers in over 100 countries. Numico has state-of-the-art research centers and a global development network with universities, research centers and leading academic hospitals. It is dedicated to conduct clinical trials to investigate the efficacy and safety of new ingredients and products for a better and healthier life. Issue on behalf of : Dumex Ltd. For more information : Punchama Chatchen ([email protected]) Pangkwan Lekhyananda ([email protected]) Ninrat Deesomsuk ([email protected]) Ogilvy Public Relations Worldwide Ltd. Tel. 0 2205 6000 Click for photo release at www.thaipr.net