Del Monte-Vinamilk Dairy Philippines, a joint venture of Del Monte Philippines and Vinamilk of Vietnam, is looking at capturing about 10 percent of the local market for dairy beverages.
Del Monte, the leading brand for fruit juices and tomato-based preparations, said the joint venture carefully studied the market and the competitors in the dairy beverage category and believed the partnership would have the winning advantage to compete in the market.
“We have solid sales and marketing programs, and already established distribution presence, as well as an effective communication plan,” said Del Monte Philippines chief executive and Del Monte-Vinamilk president Luis Alejandro.
The partnership is working on establishing a stable foothold of the Philippine market.
“We’re not aiming for dominant leadership yet. What we want is for these new products to have a pretty good domestic presence, as we promote nutritional benefits for kids, even to teens and adults especially in this pandemic situation,” said Del Monte-Vinamilk commercial head Eileen Asuncion.
The company said that amid the pandemic, there was an increased focus on maintaining good health, including proper nutrition, as part of a holistic plan to guard against COVID-19.
The partnership is Del Monte’s initial foray into dairy beverage which was consistent with the company’s plans to expand its beverage line-up.
“As part of our long range plan, we hope to scope different categories where we will compete in the future, and we found dairy to be an attractive category,” Alejandro said during the product launch Tuesday.
The Del Monte-Vinamilk selection of dairy drinks includes Del Monte-Vinamilk Fresh Milk, IQ Smart Flavored Milk, YoGurt Drink and Tea Bliss Milk Tea.
Del Monte-Vinamilk Fresh Milk is sourced from cows grown in globally-certified environment-friendly dairy farms. It is made with 100-percent pure cow’s milk. It has no extenders and has no antibiotics and no added preservatives.
“We’re glad that we will be able to complement our distribution network in our understanding of the Filipino consumers with Vinamilk’s expertise for innovation and manufacturing,” Asunsion said.