Danone, the world’s No. 1 fresh dairy product producer, makes a major move to grow the Thai dairy product market with the opening of its first production facility in January and the introduction of new products to its currently leading “Activia” yoghurt line. Danone hopes to boost its sales revenue to Bt1 billion by the end of 2010.
Mr. Laurent Boissier, General Manager of Danone Dairy (Thailand) said, “Danone’s commitment to Thai consumer is clear and strong. Since we made our first presence in the market two years ago, Danone products have received great response from the market due to our product quality, benefits and great flavour loved by Thai consumers. Danone products have ascended to become the No. 2 market leader in one month after launch and gained more and more popularity since then. We feel that it’s now time for us to grow further by starting our production facility and launching a series of new products to the market this year.
“We are strongly confident that our new move will enable us to better serve consumers’ needs. We will be able to offer new products and production volume while maintaining our world-class product quality standard. By doing so, we are realizing our brand’s mission to bring health through food to as many people as possible. In addition, we will be able to quickly seize the opportunities provided by the growing Thai fresh dairy product market. We hope our market strategy will help boost Thai consumers’ yoghurt consumption from currently 4 kilograms per year now to 6 kilograms per year in the next three years. We will also be able to drive growth in the high potential yoghurt market which is not yet matured.”
This new move comprises a EUR12 million (approximately Bt572 million) investment in building a state-of-the-art production facility in Rojana Industrial Estate, Ayutthaya province. “The new facility uses the same technology we use in other Danone factories worldwide. Here, we source our raw materials from Thai dairy farms, which are of good quality as well as cost-effective. We are proud to help Thai dairy farmers and make significant contribution to the Thai economy.”
As part of the expansion plan, Danone will add two new products to its popular Activia brand. The coconut flavoured cup yoghurt and a new 0% fat Activia cultured drinking yoghurt range will make their way to the shelf in January 2010.
“We are strongly confident about these new additions. In the cup yoghurt segment, we will be introducing a new coconut flavour, which has proven a great favourite amongst Thai consumers, given its appealing taste and rich texture, in a new packaging that will enhance consumers’ product experience. While in the cultured drinking yoghurt segment, Activia introduces its scientifically proven the cultured Acti-Regularis.
“Both cup and cultured drinking yoghurt products will continue to carry the outstanding benefits of Acti-Regularis. The Acti-Regularis, exclusive in Activia, is clinically proven to remain live and active in the digestive tract where it exerts its effect by helping to reduce long intestinal transit time by up to 40%, depending on levels consumed and the demographic profile.”
Danone has planned a full-scale media programme to promote the new products. From traditional media like newspapers, magazines and television commercials, Danone will also make its presence in new media, such as BTS sky train stations. In-store sampling, point of purchase materials and office road shows will also be held to promote the new products.
Activia, the revolutionary probiotic yoghurt patented by the Danone Research Center in Europe, is the No. 1 yoghurt brand in the world. Activia is among the first of a new generation of functional yoghurts with clinically proven benefits. Activia’s core benefit, which is the regulation of slow transit time, has been researched and accredited for over 20 years by world-renown scientific institutes.
Activia is available in two formats. The 110g cup yoghurt comprises plain, strawberry, blueberry and coconut flavours, and the 160ml cultured drinking yoghurt is available in 0% fat formula. The cup is priced at Bt13 and the drink at Bt11.
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