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November 25, 2016

Valio launches lactose-free milk powder in China 

Finnish dairy group Valio is launching a lactose-free milk powder product in China. 

Finnish dairy group Valio is launching a lactose-free milk powder product in China. 

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Sold under the Valio brand, the company is offering three varieties of lactose-free milk powder to consumers in the country: fat-free, lightweight and whole milk. 

Valio lactose-free milk powder will be available online via retailers Yihaodian and Taobao for a price of CNY69 (US$9.97) per pack, the company revealed. 

A spokesperson for Valio told just-food that this is the first lactose-free product targetting adults to be launched in China. “Lactose-free milk powder for adults is a new category in China and Valio’s product is the first product on the market. There are no competitors,” Kari Finska, senior vice president for international sales at Valio, said.

The products will initially be available in the tier-one cities of Beijing, Shanghai and Guangzhou. A winder roll-out will follow as distribution is expanded on a “step-by-step” basis, Finska added. 

At present, Valio sells ingredients to infant formula makers and other food manufacturers in China, including milk powders, demineralized whey powders and base powders. The company generates sales of around EUR40m (US$42.3m) annually in the country. 

Finska said Valio has endured a “challenging” 2016 in China but his view of 2017 is more upbeat. “Our outlook for the year 2017 in China more positive thanks to new products like consumer products [and] the expected recovery on Chinese infant milk formula sector due to the second-child policy. Also, the balance between supply and demand of dairy products is expected to be better globally, as well as in China.”

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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