| Milex has come to Vietnam
The first products from Arla Foods are now arriving in stores in Ho Chi Minh City.
”We’ve worked hard to prepare for the launch, so this is a big day for us,” says Claus Pedersen, head of the newly established Arla Foods’ Vietnamese business, which sells added value milk powder under the Milex® brand.
Last week, the products were presented at a conference attended by 70 key retailers in southern Vietnam and on Monday, the first products were shipped to stores from the warehouse in Ho Chi Minh City, the former Saigon.
”Initial reactions from customers are above expectations,” says Arla Foods Ingredients’ regional manager Sten Nielsen when he visited some of the stores on Monday.
”We have received many positive comments about the fact that Milex is produced in Scandinavia because this is regarded as a guarantee of high quality and safety. Now it’s up to us to build on this confidence and exploit the huge opportunities in Vietnam,” said Sten Nielsen who is responsible for sales to the South East Asian region.
The product launches are supported by a marketing campaign, with the first Milex advertisements published in Vietnamese newspapers a few days ago. On Monday, the final scenes were shot for two commercials.
Following the launch in Ho Chi Minh City, Milex will now make its debut in the capital, Hanoi. A meeting with important customers in northern Vietnam and a press conference have already been arranged for the 1th of November.
”Things are really happening now, and we’re off to a good start,” says Claus Pedersen. ”Of course, there are challenges ahead in a highly competitive market. But as consumption of dairy products is increasing by 25 per cent per year, the potential is great.”
Vietnam is currently Asia’s fastest growing market. Following start-ups in China and Algeria, Vietnam is the third growth market in which Arla Foods has established a presence over the past few years. |