PRLog - May 10, 2014 - DUBAI, UAE -- FrieslandCampina Middle East, part of Royal FrieslandCampina – the largest dairy co-operative in the world and famous for its brand ‘Rainbow Milk’, today announced that the first-of-its-
Rainbow Choco Milk powder, the innovative and breakthrough product provides 100% daily calcium required for the healthy growth of children in just two glasses, and is also fortified with 100% extra Vitamin D to lock the benefits of calcium.
Rainbow Choco Milk can be easily prepared by anyone as only water is required to make a glass of goodness. In each serving, the taste of velvety chocolate and the richness of Rainbow milk ingredients will surely bring a new fun experience to kids.
Rainbow Choco Milk is packed with rich nutrients and goodness of milk with a tasty chocolate flavour that kids will enjoy. Unveiling Rainbow choco milk is a part of the company’s strategy to launch innovative products in line with the changing consumer needs across the Middle East.
Sumeet Mathur, Regional Marketing Director at FrieslandCampina Middle East, said: “Rainbow Choco Milk is a unique combination of nutritious ingredients and great tasting chocolate flavor, that makes it a special treat for children.”
“We conceptualized Choco Milk based on the insight from our extensive consumer research which revealed that mothers understood the importance of milk consumption for kids, but children themselves disliked the taste of plain milk” he added.
The product launch campaign covers all facets of consumer, shopper and customer marketing channels, including aggressive campaigns on TV, Radio, Outdoor, In-store, Point-of-Sale, Social Media, Unique Merchandising, Community activities and Shopper Activation initiatives.
As a dairy brand, Rainbow Milk has been present in this region for 56 years. Today, the company boasts of a wide array of world-class products across the Middle East. Rainbow milk products are UHT treated, allowing them to stay safe and fresh for up to nine months after packing.
About FrieslandCampina Middle East:
FrieslandCampina products are available in the Kingdom of Saudi Arabia, United Arab Emirates, Qatar, Bahrain, Oman, and Kuwait, Levant (Iraq, Lebanon, Jordon). The company’s well-known brand, Rainbow, has been a key player in the dairy industry since its launch in 1955.
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 Light. 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 offers Instant Milk Powder, Sweetened Condensed Milk and Coffee Creamer. The company is the regional subsidiary of Royal FrieslandCampina N.V. which is the largest dairy-cooperative in the world.