In Vietnam, Vinamilk has launched a new drinking yogurt that is specifically designed to meet the needs of children between seven and 13 years of age.
The first drinking yogurt in the country targeted at pre-teens, Ozela is available in strawberry, orange and kiwi-apple flavours; each serving contains an extra portion of B vitamins, which contribute to cell division and metabolism. “The combination of yogurt and vitamin B is thought to be particularly beneficial for children between seven and 13 years old, who are just coming up to their teens,” the company said.
Vinamilk chief marketing officer Pham Minh Tiên said: “We are committed to offering consumers high-quality foods and beverages that significantly contribute to a healthy, balanced and nutritious diet. To develop products like these, it’s vital that we think and act innovatively. With our new Ozela drinking yoghurt, we’re focusing very specifically on the so-called ‘tweens’, who are aged between seven and 13 years. This target group is right between their childhood and their teenage years; in a sense, they are ‘in between’. The ingredients in Ozela naturally activate their metabolism, have a beneficial effect on blood formation and the nervous system. And after a tiring day at school they give these children fresh energy for their leisure activities.”
The products are packaged in handy carton packs from SIG Combibloc. The packaging manufacturer claims that, in Asia particularly, “health-consciousness is bringing the dairy industry strong growth rates in the yogurt drinks sector, because these products are good sources of calcium, potassium and magnesium”.
Ozela’s introduction is being supported by a television marketing, advertising campaigns, in-store and in-school promotions and free sample distribution.
Vinamilk already produces Sua Chua Uong and Susu yogurt drinks for young adults and toddlers respectively, so is closing the gap with the launch of Ozela.
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