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Anlene milk set for major relaunch after 22 years

Feb 20. 2018
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By The Nation

Anlene, an “adult milk” brand under New Zealand-based dairy nutrition company Fonterra, has reappeared on the market for the first time since 1996.

It is targeting 15-20-per-cent growth by the end of 2018 with new product Anlene MovMax, said to build healthy bones, joints and muscle for better mobility.

“Across Southeast Asia, dairy consumption is rising, with dairy demand growing by 4-5 per cent every year,” said Fonterra Brands (Thailand) managing director Paul Andrew Richards. “On top of that, we see some growing consumer trends in Thailand on which we are well placed to capitalise, with consumers placing more focus on better nutrition and healthier lifestyles through different stages of life. 

“For Anlene, we see huge opportunity in Thailand. Thailand is one of Asia’s strategic markets, with the largest contribution to Anlene business among six markets, including the Philippines and Cambodia. Anlene’s ambition is to champion healthy living over the next 3-5 years.

“This Anlene relaunch is being implemented across the region. We expect that it will grow Anlene by 15-20 per cent across all markets by the end of this year. Currently in Thailand, Anlene is in a leading position, with about 40 per cent market share in the adult milk market. This adult segment is valued at Bt2.5 billion with market growth at 5 per cent.”

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