Bangkok--28 Aug--Mind Touch F&N today announces to invest 60 million baht in the launch of “BEAR BRAND 0% Fat Sterilized Milk” for the first time in Thailand sets to meet the current trend of health-oriented lifestyle F&N Dairies (Thailand) Co Ltd has introduced its latest product innovation under the Bear Brand umbrella — the sterilized non fat milk with 0% fat and high calcium hygienically packed in white-label can. The new product will target Thai consumers, who are health conscious under attractive slogan “No fat but leave in the taste”, which will be run through over 60 million baht marketing campaign to reinforce the market leadership position. The BEAR BRAND sterilized milk has created another phenomenon in its 60 years history with the creation of new healthy innovation to cater the current consumption trend of new generation consumers. The latest 0% fat sterilized skim milk has been contained in unique and outstanding can with white-label that reflects farm fresh, nutritious and delicious quality, with non fat and high calcium. Somsak Chayapong, Country Head of F&N Dairies (Thailand), discloses that the market for liquid milk is expected to enjoy sustainable growth of over 10 per cent this year to more than 20,000 million baht in market value. The growth of liquid milk however will be in line with the consumers’ quality of life in particular markets. Today, the consumption per capita for milk of the Thai consumers is at about 11 litres per head per year with the increasing trend every year. Supranee Wanamethin, brand manager, says that the BEAR BRAND sterilized milk has been trusted by Thai consumers for more than 60 years with its first sterilized milk being introduced in the market in yellow-label can. The company also launched the low-fat sterilized milk in blue-label can into the market in 2003, which was part of its strategy to develop new innovative product that met the consumption trend of new generation consumers, who are always looking for healthy products. And with the launch of low-fat milk to the market, the company could create good perception among Thai consumers in the market who have strong confidence towards the BEAR BRAND products. Until today, the company’s BEAR BRAND sterilized milk products, both in yellow and blue labels, have dominated the leadership position in the market place with over 98 per cent market share. The new BEAR BRAND 0% fat sterilized milk in white label package, the latest innovative product under the BEAR BRAND umbrella, becomes the first and only brand in Thailand positioning itself in non-fat sterilized milk category. The new innovative product will help the company to expand its customer base to new group of people who are health conscious, but still demand for ready-to-drink milk product with delicious, nutrition and freshness from natural cow milk, being processed through modern and hygienic production technology. The new 0% fat sterilized milk product is available in 140-ml. can size. “The company has allocated the investment budget of about 60 million baht into integrated marketing communications under the theme “No fat but leave in the taste”, which will be conducted through various media, including TV commercial, which will be on air from September 3 onwards, printed media, outdoor media as well as bus and BTS ads. The company has also prepared the point-of-purchase activities such as product sampling and marketing event, which will be held under ”Losing Fat Mission” concept. The first exciting event will start at Q House Lumpini’s Life Center complex between September 3 and 5 this year and cover exhibition, games and other edutainment activities. The mission will then be extended to more than 10 major parks and exercising venues throughout Bangkok,” says Supranee. For more information, please contact Mind Touch Company Limited Savitree Peungcharoenkun (081 816 4598) Chatsaral (Pom) Tiamwon (089 443 6886) Click for photo release at www.thaipr.net