The More You Know, The More You Love Good Bacteria by Meiji Bulgaria Yogurt

Business Press Releases Tuesday June 27, 2017 17:00
Bangkok--27 Jun--Poly Plus PR

CP-Meiji, a leader in pasteurized milk and premium cup yoghurt, is driven with the vision to provide true holistic health to Thai consumers. CP-Meiji desires to raise awareness, and educate the people on the importance of gut health system and the essential role it plays for a healthy body. The company is investing 50 million Baht in the second half of this year to promote a donation campaign, helping patient who suffer from 'colon cancer' and launch an event called"The More You Know, The More You Love Good Bacteria by Meiji Bulgaria Yogurt" to build awareness of gut health. Apart from emphasizing strengths and benefits of Meiji Bulgaria Yogurt, the brand is prompt to boost brand awareness up to 80%, targeting 20% increase of sales by the end of this year.

Ms.Salilrut Pongpanite, Vice President Marketing, CP-MEIJI Co., Ltd., dairy product market leader and producer of Meiji pasteurized milk and Meiji Bulgaria yogurt, explains that "as a leader in the premium yogurt market, Meiji Bulgaria has always focused on being a natural authentic yogurt, containing LB81 from Bulgaria with no additives, so consumers may trust in confidence in a healthy choice.

Meiji's strategy, was to penetrate the market in the second half of 2017, and enhance the image of Meiji Bulgaria Yogurt as healthy product. According to a statistic in 2015, colon cancer ranks 3rd and 2ndin the most common diseases diagnosed in females and males respectively. In addition, a majority of patients are diagnosed with stage 4 cancer. Each year it is reported that 11,000 patients, of which 6,845 have died from the disease, accounting for 16-17 people per day on average. Therefore, we have decided to invest approximately 50 million Baht to organize the campaign "The More You Know, The More You Love Good Bacteria by Meiji Bulgaria Yogurt," and for the first time, aiming to encourage Thai people to care for their health and aware of the danger of colon cancer."

Ms.Salilrut added that the campaign "The More You Know, The More You Love Good Bacteria by Meiji Bulgaria Yogurt" was inspired from our mission to encourage a healthy lifestyle to consumers, while promoting Meiji Bulgaria Yogurt, as an authentic yogurt with Bulgarian bacteria (LB81) and no additives.

What makes this event special is that we have collaborated with Thammasat University Hospital to set up a knowledge-sharing exhibition "The More You Know, The More You Love Bacteria by Meiji Bulgaria Yogurt" to educate, provide interesting facts and tips on colon healthcare, bacteria in the digestive tract, and know the facts about colon cancer. Moreover, a gut health checkup is offered for those who are interested. The event is held for 3 days, Friday 16th – Sunday 18th June 2017 at the Eden Zone, Central World.

Apart from the events intention to raise consumers' awareness towards the importance of a healthy colon; every purchase of a cup or a drinking yoghurt Meiji Bulgaria, will donate 1 Baht to Thammasat University Hospital to support colon cancer patients.

"We anticipate a number of participants to join the campaign with CP-Meiji in order to support those who are in need. CP-Meiji plans to promote the campaign through both online and offline channels. For instance, a 15-second TVC starring Meiji Bulgaria's presenter, James Jirayu Tangsrisuk inviting people to join and donate, and an online viral video communicating the risks of colon cancer. They will be launched on both television and other mediums to invite more people to join the campaign and the exhibition.

We consider this campaign as a good beginning of our contribution to society, which we expect to continue and extend in several aspects every year.

With this event, we are confident to be able to raise awareness towards the benefits and strengths of Meiji Bulgaria Yogurt up to 80%, which should increase sales by 20% as targeted in 2017", stated Ms.Salilrut.

Meiji Bulgaria Yogurt is served in several sizes of cups and drinking yoghurt bottles; a cup of 110g. for natural, mild sweetened, golden honey flavor, and a new formula, 0% fat in light sugar. Drinking yoghurt 140 ml. come in mild sweetened, wild berries, Royal Fuji apple and golden honey flavors. All Meiji Bulgaria Yogurt products are available at supermarkets and convenience stores across country.


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