Bangkok--12 Sep--Aziam Burson-Marsteller New ‘Anlene Concentrate’ hits hi-calcium milk segment ‘Marsha’ to reach out to new generation of health conscious women Anlene today announced the launch of the new Anlene Concentrate formula, which contains 4 times the calcium of regular milk. The launch is backed with an investment of more than 120 million baht and local superstar Marsha has been selected as the product’s presenter. The Anlene Concentrate launch is expected to drive growth in the hi-calcium milk segment by 10% and increase Anlene’s market share from 44% to 50%. According to Mr Alan Fitzsimmons, General Manager ASEAN, Fonterra Brands (Thailand), “Thailand is Fonterra’s most successful market in Asia. Currently, Anlene enjoys a 44% share in the Thai hi-calcium milk market.” “Anlene’s success has been attributable to our consistent focus on the brand and developing exciting new products. As a result, Anlene has been recognized by consumers as the market leader in hi-calcium milk, which improves bone health. The company has invested more than US$ 40 million during the past decade in conducting extensive research on bone health in order to enhance the efficacy and potential of Anlene products. This allows us to meet consumer demands for nutritious products that promote good health and strong bones, as well as help prevent Osteoporosis,” added Mr Fitzsimmons. Mr Fitzsimmons stated that with an investment of more than 120 million baht, Anlene has launched the innovative Anlene Concentrate, the first hi-calcium milk product in concentrate formula in Asia that provides 4 times the calcium of regular milk. In comparison to 200 ml of regular milk, which provides 220 mg of calcium or 1.1 mg per ml, Anlene Concentrate in a 110 ml pack contains 500 mg of calcium or 4.5 mg per ml. “Thailand is the first nation where Anlene Concentrate is being launched. We expect that the new Anlene Concentrate will drive more than 10% growth in the hi-calcium milk segment and Anlene’s market is projected to grow from 44% to 50% next year,” said Mr Fitzsimmons. Mr Kiattisak Pitimanaari, Marketing Manager, Fonterra Brands (Thailand) said, “Most Thai people do not receive sufficient calcium on a daily basis. Recent research conducted by the Department of Health, Ministry of Public Health found that most Thais only get 30% of their daily calcium requirements.” “Today, many Thai people are paying more attention to their health. Anlene Concentrate is an ideal solution for people who want to promote good bone health. Anlene will provide them with the calcium they need to strengthen their bones to ensure greater mobility and the ability to maintain the lifestyle of the new generation.” “In addition to launching Anlene Concentrate for the first time in Asia, Anlene has appointed ‘Marsha’, the famous superstar to be its new presenter as she represents modern women who care about bone health.” said Mr Kiattisak. The Anlene Concentrate launch is supported by a comprehensive marketing communications program including a new 30 sec TV commercial titled “Not Enough” which will be on air from September 14, 2007, there will also be many tie-ins via various television programs, print ads, posters, product trials, sales promotions at the point of sale and free bone checks in department stores, hospitals and office buildings nationwide to provide knowledge about good bone health in order to prevent Osteoporosis-based problems. Great tasting Anlene Concentrate, the first concentrated low fat UHT milk beverage in Asia, provides consumers with their daily calcium requirements and is available in two flavors, plain and sweetened. The product comes in a convenient package of four 110 ml boxes that are perfect for people on the go, and is priced of 59 baht. Anlene Concentrate is available in leading supermarkets and department stores nationwide. About Fonterra Fonterra Brands (Thailand) is a subsidiary of Fonterra, the world leader in milk and dairy products and the world’s largest milk exporter. Fonterra is headquartered in New Zealand and operates a network of consumer dairy businesses in 40 countries worldwide. Fonterra’s leading consumer brands including ANLENE?, ANMUM?, CHESDALE?, ANCHOR?, FERNLEAF? and MAINLAND? are known for goodness, quality and reliability. More information about Fonterra is available at www.fonterra.com. For further information, please contact: Ksama Thongpitak or Satida Sritunyatorn Aziam Burson-Marsteller Tel. 0 2252 9871