New Zealand based dairy firm Fonterra has expanded its Anchor brand in China with the launch of a new ultra-premium milk range targeted at children.
Anchor Kids’ Golden Milk, developed by the firm’s China Brands business, is described as having 3.6g protein per 100ml – said to be 20% higher than the average protein level for comparable products on the Chinese market – as well as high calcium content and no added sweeteners or additives other than vitamins.
“According to the latest market research, the total value of China’s premium white milk market is RMB 39 billion (about US$ 6 billion)”, said business development director of China Brands Manoj Namboodirii. “42% of these total sales are generated by parents buying premium white milk for their children”.
“We’ve already reached a number three position in kids’ milks market share in Eastern China hypermarkets”, he added. “This new launch should help strengthen our position”.