Bangkok--9 Oct--Mind Touch With a new and improved immunity formula in their BEAR BRAND PROTEXTION system, Nestl? aim to continue rapid market share gains in the growing-up milk powder category. Nestl? continues aggressive penetration in the premium segment of the growing-up milk market. Under the recently launched BEAR BRAND PROTEXTION brand now comes a new formula developed at Nestl?’s Research Center in Switzerland. More than 100 million Baht will be invested to support the campaign and promote the benefit of enhanced immunity and active protection for children that the new form ula delivers. The marketing funds will be invested in the on-going campaign and aim to further strengthen the leadership of BEAR BRAND in the 8 billion Baht category of growing-up milk powder segment. Mr. Roland Stieger, Dairy Business Manager at Nestl? (Thai) Ltd., reveals that Thailand is the first market worldwide to see the introduction of the new BEAR BRAND PROTEXTION. Built on the instant success of the current BEAR BRAND PROTEXTION system, the new formula offers enhanced effectiveness of immunity and can reduce the number of days a child is sick. The patented formula features a unique combination of both prebiotics and probiotics. PREBIO1 and healthy bacteria LACTOBACILLUS PROTEXTUS - proprietary active ingredients developed by Nestl? - make all the difference. The new formulation further contains optimal levels of Zinc, Vitamin A, C and E, to enhance the immunity benefit, as well as higher contents of DHA, ARA and Choline. Mr. Stieger emphasizes that the new BEAR BRAND PROTEXTION is the result of leading-edge innovation from Nestl?’s Research and Development. “Nestl? employ more than 4500 people in Food and Beverages R&D, and have a network of some 300 external research institutions. The Nestl? Research Center in Switzerland is the world’s biggest private facility for fundamental research on food and nutrition. With 250 scientific publications testifying to this excellence every year, it is internationally recognized for its ground-breaking work in the food and nutritional sciences and has in-house expertise that is reinforced by close collaborations with Nobel Prize winners and prestigious universities”, says Mr Stieger. “At the same time, the new BEAR BRAND PROTEXTION expresses our long-standing commitment to help Thai mothers provide optimal growth and development for their children. We believe that above all, a strong immune system provides the basis for learning and an overall healthy development.” Among several activities the campaign includes a new TV commercial, the sponsorship of Barney Let’s Imagine Live! Show held in Bangkok from October 5 to 7 as well as seminar and workshop events educating mothers about children immunity. The TV commercial emphasizes on the benefit of immunity and active protection and makes a comparison to the under water world where animals are able to protect themselves naturally. For media enquiry, please contact Savitree at Tel. 081 816 4598 or Chatsaral at Tel. 089 443 6886.