MEAD JOHNSON LAUNCHES LATEST MILK FORMULA FOR CHILDREN

Bangkok--Mar 20--Thompson Public Relations Alacta-NF Calsibank to increase calcium absorption efficiency Mead Johnson Nutritionals, Bristol-Myers Squibb (Thailand) Ltd. is marketing a new calcium milk "Alacta-NF Calsibank" for children aged 1-6 years. The formula contains essential bone-building nutrients such as calcium, phosphorus, vitamins D and K in appropriate proportion to help increase the efficiency of calcium absorption. The company expects the product to be a market leader in this segment as well as to help grow the total milk market value by 2-3 percent this year. Mr. Anakkawat Kowathanakul, marketing director of Mead Johnson Thailand, revealed that the current market of calcium milk product for children is the latest innovation in children's milk. "There is no specific brand for this kind of product. Mead Johnson realised the fact that calcium has played an important role in the human body's physical growth especially from newborn to three years old. It is during this period that the physical growth rate reaches its peak as kids will get twice taller. Therefore, they require a significant amount of calcium to help generate their body growth. Importantly, the human body cannot produce calcium. The body can only derive calcium from milk as well as food consumed. However, the body cannot completely absorb 100 % calcium from the diet", Mr. Anakkawat said. "As a result, Mead Johnson Nutritionals has developed the new formula 'Alacta-NF Calsibank', which contains not only essential bone-building nutrients such as calcium and phosphorus in the right level for children but also vitamins D and K to help increase the efficiency of absorbing and storing calcium for both present and future growth. It is just like depositing calcium in the Calcium Bank for today and the future. Furthermore, it can help prevent bone fractures and osteoporosis in adult life because osteoporosis can be preventable but not curable. 'Alacta-NF Calsibank' is the only brand in the market that contains the highest 26 essential vitamins and minerals and natural inulin fiber. We are confident that 'Alacta-NF Calsibank' has competitive advantage over other calcium milk products in the market. The company has already placed the product in the market since early March of this year with aggressive marketing support", Mr Anakkawat added. The marketing support campaign is placing major emphasis on communication to create awareness among consumers that Calcium can be deposited in the bone (Calcium Bank) from childhood. The ALACTA KIDLYMPIC GAMES 2002, a mega fun-filled sporting event for kids aged 1-7 years old, is one major supporting campaign initiated to encourage parents and kids to instill the love for, and interest in playing sports and doing exercises since early childhood. It's also very much in line with the concept and development of Thai children as outlined in the 8th National Social and Economic Development Plan (B.E. 2540 - B.E. 2544) Mr Anakkawat added "that the concept of calcium milk for kids is the latest health option for the public. As competition in this particular market segment has not reached a high level, the opportunity is great for Alacta-NF Calsibank to be the market leader. We expect the launch of our product to help grow the total milk market value by 2-3 percent this year. However, in the world of business, more new milk products will be introduced by other producers, thus increasing the market's value". Bristol-Myers Squibb (Thailand) Ltd. offers a variety of products from medical food to dairy products including Enfalac for infants, Enfapro for follow-ups, Enfagrow and the latest instant milk powder / UHT Alacta-NF Calsibank for one-year old children. Further information: Piradee Wongromfa Tel. 0-2260-0820 Fax. 0-2259-9246 End. -AN-

• ข่าวMead Johnson
• ข่าวo:food
• ข่าวo:con
• ข่าวo:loc
• ข่าวo:med