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Lift-off for Milex in China

On Sunday, Milex was launched in China. The well-attended event in Shenzhen had a “space exploration” theme.

Customers, distributors and more than fifty media representatives from Chinese newspapers and TV channels attended the launch of Arla Foods’ branded Milex range of milk powder products at Hotel Wu Zhou Guesthouse in Shenzhen, South China on Sunday. The arrival of Milex was welcomed by nutritional experts as well as the Chinese authorities.

“Milex is a product that can help us in our endeavours to improve the health of Chinese children and further their development, which is not at the same level as children in the western world,” said Professor Xiadong Yu, Director of China’s Centre for Public Nutrition and Development.
“There are other good products in the market, but Milex is the first to have such a wide range of different properties,” said nutritional expert Professor Xinghua Guo from China’s Academy of Science.

The event was hosted by one of the Shenzhen area’s best known TV presenters, Hong Shi.

The Milex launch also provided the opportunity for Arla Foods to profile itself in the Chinese market.

  “Our roots go back to the 1860s, but our products are on the space shuttle Discovery, which is now about to launch into space with Swedish astronaut Christer Fuglesang on board,” said Jais Valeur, Managing Director, Mengniu Arla in his speech.

In an replica of the Kennedy Space Center in Florida, visitors were filed into a conference hall where a space rocket spewed flames prior to lift-off. The link with space, of course, derives from the fact that Arla Foods supplies NASA with yoghurt while Mengniu sponsors the Chinese space programme.

The presentation of Arla Foods itself, however, was more “down to earth”. Denmark’s General Consul in Guanzhou Province, Jens Albirk, spoke about Scandinavian agricultural traditions and on a large screen, invited guests were briefed on Arla Foods’ work with food quality, animal welfare, modern dairy technology and the Arlagården quality programme.

The photos shows Managing Director Jais Valeur and Marketing Manager Lillie Li Ekhard being interviewed on Chinese TV, TV presenter Hong Shi and a Milex mascot in a space suit.

Also visit Mengniu Arla's new webpage and read previous article.

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