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Nestlé has introduced its latest product, Milo Pro, a high-protein beverage aimed at teenagers and young adults, responding to a rising consumer demand for protein-enriched nutrition in Southeast Asia.

Launched in Indonesia, Milo Pro is set to expand across the region next year, reflecting the company’s strategic focus on meeting the nutritional needs of active youth.

Nestlé says that Milo Pro contains three times the protein of traditional Milo drinks, designed for convenience and on-the-go consumption, catering to the lifestyle of active individuals engaged in sports and physical activities.

This move aligns with recent research indicating that 57% of teenagers in Southeast Asia are seeking to increase their protein intake, yet many are not meeting their daily nutritional requirements.

Serena Aboutboul, senior vice-president and head of the nutrition business at Nestlé, highlighted the growing trend towards high-protein foods: "High-protein foods and beverages are growing in popularity around the world due to the benefits this essential nutrient provides. In Southeast Asia, 57% of teenagers are looking to include more protein-rich foods into their diets."

She continued: "At the same time, however, research shows that adolescents in Indonesia – as well as in many other parts of Asia – are not meeting their daily protein needs. To make it easier for young people to get the right amount of protein each day along with other important nutrients, we have launched Milo Pro in a convenient, ready-to-drink format or an easy-to-mix powder."

Protein is crucial for growth, tissue repair, and the production of vital substances such as enzymes and hormones. The introduction of Milo Pro in both ready-to-drink and easy-to-mix powder formats aims to facilitate access to necessary nutrients for young consumers.

Nestlé’s Milo brand has long been associated with sports and active lifestyles, and the company is leveraging this heritage to promote Milo Pro. The initiative includes collaborations with sports influencers and community programmes aimed at educating young people about the importance of protein in their diets.