RAINBOW Sweetened Condensed Milk now available in squeezy pack

Sept. 30, 2012 - PRLog -- RAINBOW Sweetened Condensed Milk now available in squeezy pack

FrieslandCampina Middle East, part of Royal FrieslandCampina – the largest dairy-cooperative in the world and famous in the Middle East for its brand RAINBOW Quality Milk, today announced the launch of the RAINBOW Sweetened Condensed Milk in an all-new squeezy pack.

The new user-friendly squeezy pack offers a quick and convenient way to add a touch of sweetness to desserts, fruit salads, puddings and much more. Sumeet Mathur, Marketing Director of FrieslandCampina Middle East says “For more than 50 years, RAINBOW has been synonymous in the region for great taste and high quality dairy products. This is an outcome of continuously developing new products that fit the tastes and needs of consumers in the Middle East”.

The new pack has been launched as a result of extensive consumer understanding and research. Sweet dishes have a very special place in the food habits of the region’s consumers. Sweetened Condensed Milk is an essential ingredient in several of these sweet dishes. However, the process of using Sweetened Condensed Milk, from a tin, is inconvenient, leads to storage problems and a lot of wastage.

The new RAINBOW Sweetened Condensed Milk in a squeezy pack, on the other hand, is easy to pour and is resealable to prevent wastage. It offers consumers a more practical and economical alternative to the usual tin.

The launch campaign includes heavy consumer activation on TV, through radio competitions, outdoor, sampling in supermarkets and on social media. In addition, at the store level, innovative point-of-sale material and a unique merchandising tool have been developed. The focus of the campaign is to clearly communicate the benefits of the new packaging so that consumers enjoy the process of making the dessert as much as the dessert itself.

RAINBOW Quality Milk was launched in the region in 1955 as an Evaporated Milk. Today, the company boasts of a wide array of world-class products across the Middle East including Long Life Milk, Milk Powder, Coffee Creamer and Sweetened Condensed Milk apart from Evaporated Milk in many different flavors. “At FrieslandCampina we are fascinated by the power of dairy. Together with our 15,400 member dairy farmers, we deliver unmatched expertise at every step of the dairy chain.” concludes Sumeet Mathur, Marketing Director, FrieslandCampina Middle East.

About FrieslandCampina Middle East

FrieslandCampina Middle East operates in the Kingdom of Saudi Arabia, United Arab Emirates, Qatar, Bahrain, Oman, and Kuwait. The company’s well-known brand, Rainbow, has been a key player in the dairy industry. Launched in 1955, Rainbow offers high quality and practical dairy products. Packed in a tin, Rainbow milk does not need refrigeration, and convenient to use and store as there was no breakage. This was an instant success bearing in mind the arid, hot climate of the Middle East. The rich, creamy taste and consistency of Rainbow evaporated milk has made it popular for use in tea and coffee, direct consumption, cooking and for making desserts.  

Over the last 50 years, Rainbow has diversified its product offering to match the lifestyle needs of the region’s consumers. This includes the popular evaporated milk, in three delicious variants – Original, Cardamom and Gold a also in two other variants for those seeking specific health benefits – Light and low Cholesterol. In its factory in Jeddah, the company produces Long Life Liquid Milk in Full Cream and Low Fat forms and in 4 delicious flavors for kids. Rainbow also has Instant Milk Powder and Sweetened Condensed Milk. The company is the regional subsidiary of Royal FrieslandCampina N.V. which is the largest dairy-cooperative in the world.


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