Arla Foods' Milk Powder Debuts in Vietnam

15/11/07 The milk powder product Milex has now arrived on the shelves in Vietnam. The brand's potential is seen as very substantial in a country, which is currently enjoying one of Asia's fastest growth rates.

Last week, Milex was introduced to key retailers in Ho Chi Minh City and Hanoi, and the product has now arrived in stores in the two pulsating big cities. This happened after a hectic launch period in late October/early November, which included everything from conferences with key customers and meetings with journalists to the shooting of two TV commercials and the training of a 120-strong sales team.

"We've got off to a good start. Considering that Milex is unknown in Vietnam, sales are going well and the product can be found in many stores: proof that the owners believe in us. Many of them mention Arla Foods' size and the product's Scandinavian quality," says Claus Pedersen, Head of Arla Foods Vietnam.

With its 84 million inhabitants, Vietnam is enjoying strong growth, especially in the commercial capital Ho Chi Minh City and the power centre, Hanoi. Competition here is tough, but consumption of dairy products is increasing by 25 per cent annually so the potential is considerable.

"Of course, at the end of the day, it's the consumer who decides whether Milex will be a success. However, the response so far confirms our confidence in Vietnam's potential," says Sten Nielsen, who is responsible for regional sales for Arla Foods Ingredients and has headed up the last two years' preparations for launching in Vietnam.