Anlene one a day, keep your doctor away

Anlene one a day

Few weeks ago, Fonterra send me few packs of  their new SKU called “Anlene one a day”,   they come in carton box consist of four smaller liquid milk tetra pack @125ml each, as seen in a photo.  They said that in this little pack the calcium is four time higher than regular milk.

The taste

Before I tried it, I imagine that the taste would be very “chalky” because of the high calcium contain. But surprisingly, when I tried it (choco flavour) the taste is same as other choco milk. Wow… I said, how do they do that?  One of the source said that it is indeed quite a challenge, they have to experiment many times to get the right taste. I think the choco also play important role in the taste ( I am not quite sure if they also come in plain / vanila taste as well)

The market

What surprise me is that, they launch the product knowing that the market for adult milk is declining, not only that, they also still supporting the “jalan sehat” at this time of “difficulty”.  But I agree that this is also a good time to continuesly engage the consumers.

While their competitor such as Hi-Lo, does not seems doing any significant activities in the past few months, Anlene marketing communication will have a better impact.  With this kind of attitude, I am pretty sure that Anlene will maintain their leaderhip in this segment and gain share even more.