Anlene set for major relaunch after 22 years! Thailands leading adult milk brand launches its new product #Anlene MovMax To be the markets first-ever milk benefiting total mobility

Stocks and Financial Services Press Releases Tuesday February 20, 2018 14:13
Bangkok--20 Feb--So GooD Consulting

Anlene, Thailand's leading adult milk brand under Fonterra, the world's leading dairy nutrition company from New Zealand, relaunches for the first time since 1996, as the company strives to seize competitive advantage in the adult milk market. Today, Anlene targets to have a growth of 15%-20% by end 2018 as well as introducing its new product 'Anlene MovMax' – the market's first ever milk promoting healthy bones, joints and muscle for better mobility.

Fonterra Brands (Thailand) Managing Director for Thailand, Indochina and Philippines Cluster, Mr Paul Andrew Richards says "Across Southeast Asia, dairy consumption is rising with dairy demand growing by up to 4-5% every year. On top of that, we see some growing consumer trends in Thailand on which we are well placed to capitalise with consumer placing more focus on better nutrition and healthier lifestyles through different stages of life. Specifically for Anlene, we see huge opportunity in Thailand. Thailand is one of Asia's strategic market with the largest contribution of Anlene business among 6 markets, including Thailand, Philippines, Vietnam, Myanmar, Laos, and Cambodia.

Asia's adult population is looking for a total solution to help them live in their prime, no matter what age. Anlene recognize this and take as the brand ambition to champion Healthy Living over the next 3-5 years. This year, Anlene is proud to present our breakthrough innovation that will enable consumers to stay active and lead the life they love.

This Anlene relaunch is being implemented across the region. We expect that it will grow Anlene by 15%-20% across all markets by end of this year. Currently in Thailand, Anlene is in a leading position with about 40% market share in Adult milk market. This Adult segment is valued at THB 2.5 billion with market growth at 5%."

Director of Sales and Marketing, Miss Supatra Pronanunt says "Being No.1 in the market, we continue to challenge ourselves to create a brand that supports positive and proactive approach to healthy living. In recent years, the key driver for market growth is health concerns and is becoming increasingly important for adults of all ages. Our goal is to build a better and healthier Thailand by championing the importance of good nutrition and healthy lifestyles, and encouraging Thais to consume high quality nutrition to look after their health and mobility from a young age."

With a total of THB 300 million of relaunch investment, Anlene comes with a new identity, new packaging, and new formulation. 'Anlene MovMax' is specially formulated by nutritional science experts to provide important nutrients to support bones, joints and muscles for an active movement. There are key nutrients including those for bones (Calcium, Vitamin D and Phosphorus); for joints (Collagen, Vitamin C and Vitamin E); and for muscles (Protein and Magnesium). These nutrients in Anlene MovMax work conjointly to maintain health of bones, joints and muscles, which in total are the key body parts supporting all movements of body.

Aside from the formulation upgrade, we have kicked off our new brand campaign of the year, 'WeAreMore.' This creative platform is based on the insight that people who live in their prime know their worth; they know what they're made of beyond the rigid roles based on their age, gender or career. Lydia Sarunrat Deane, our brand ambassador, is an embodiment of being 'More than a pretty face' and Gee Acharapan (Putti-on) Paiboonsuvan of being 'More than our ages'.

A 360°experience integrating both ATL and BLT activitiesinclude new TVCs, out-of-home and digital media, in-store activation, out of store samplings, distribution expansion in mom and pop stores, and other exciting activities throughout the year. To drive further penetration, Anlene targets 2 million samplings served and 200,000 move check activities within this year.

Upcoming on March 11th at Lumpini Park, we will be holding the annual one-day 'Anlene Move Festival' for the 2nd year. The event invites public to join in many fun and healthy activities to promote mobility and active lifestyle. Ranging from Jumping workout, Piloxing, and Cardio Hip Hop, with celebrities and professional instructors, Anlene aims to engage Thais to stay active and take care of their mobility in every single day. This activity is open for free registration at

Fonterra Brands (Thailand) offers a wide range of products that fit with different lifestyles and life stages aiming consumers to have a good health. Starting from Anmum, a true maternal partner for pregnant and lactating moms to Anlene for adult to have a healthy living as well as other Dairy Foods products under Anchor and Chesdale brand, e.g. cheese, butter and cream.

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