Bangkok--5 Aug--Hill & Knowlton Thailand
Thai Lotte Company Limited, a leading manufacturer of confectionary, snacks and chewing gum from Japan, today introduced a brand new chewing gum targeting health-conscious consumers. The new Xylitol-based chewing gum boasts a special formula with Xylitol being used for more than 50 per cent of total sweetener in the product, a higher level than any other brands of chewing gum currently available on the market.
Mr. Takaharu Saito, Managing Director of Thai Lotte Company Limited said, “We are committed to developing a new range of products in response to consumers’ diverse needs. As part of this drive, Thai Lotte is pleased to announce the official launch of the new Lotte Xylitol chewing gum in the Thai market, to address the health concerns of Thai families. As Japan’s most popular and best-selling coated chewing gum, the new Lotte Xylitol uses natural sweetener Xylitol for more than 50 per cent of the total sweetener in the product, helping reduce bacteria, the root cause of tooth decay, while freshening up the breath. This new product will appeal to the younger generation and professionals, and it can play a key role in helping people stay on top of their person oral hygiene and help refresh the breath during rush hour and throughout the day.”
According to a recent survey conducted by AC-Nielsen, in today’s fast-paced world, oral hygiene concerns have become a top priority for consumers, since they can contribute to a person’s overall personality and are indicative of a healthy image. Taking chewing gum, which uses more than 50 per cent Xylitol as the sweetener, after a meal, can effectively help optimize breath refreshment and work to prevent cavities.
U-maporn Binsri, Marketing Manager, Thai Lotte Company Limited added, “In addition to the official launch today, Thai Lotte has earmarked a marketing and advertising budget of 70 million baht to help educate the Thai market about the tangible benefits of Xylitol through various media channels, including television, print and out-of-home media. In addition, we have put in place a two-phase marketing program, starting with a series of television commercials, launched at the beginning of this month, under the theme of “billboard”, portraying the underlying ideas of tooth decay prevention.”
For the second phase, the company will organize a series of road show activities for consumers in and around Bangkok, slated to take place in as many as 300 venues. The objective of the road show is to provide useful information about Xylitol focusing on tooth decay prevention. After the launch today, the company believes that it will be able to expand semi-medicinal market and aim to be number 1 in coated gum market within 3 years. Currently the chewing gum market is divided into the Coated Gum category, which includes the semi-medical segment, which accounts for 15 percent, the sugar-free category, accounting for 45 per cent, and the sugar category accounting for 40 percent. Lotte is the leader in the semi-medical segment.
The new Lotte Xylitol chewing gum is available in four varieties, Lime Mint, Fresh Mint, Blueberry Mint and new Melon Mint in various containers and prices and can be found at leading convenience stores and supermarkets nationwide at the following prices: The pillow size 12 grams costs 12 THB, the mini bottle size 30 grams costs 30 THB, the bottle size 61 grams costs 56 THB, the big bottle size 150 grams costs 150 THB.
For more information, please contact:
Anchalee Charaspankul Saiwaroon Tiranonrungrueng
Thai Lotte Co., Ltd. Hill & Knowlton Thailand
Tel: 0-2267-3399 Tel: 0-2627-3501 ext 213
Fax: 0-2267-6311 Fax: 0-2627-3510
Email:
[email protected] Email:
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