ข่าวประชาสัมพันธ์ทั่วไป

Calpis makes a breakthrough in the Thai Beverage Industry by launching Calpis Lacto

          “Calpis” makes a breakthrough in the Thai Beverage Industry by launching  “Calpis Lacto” -- New Japanese Style Refreshment Beverage with Cultured Milk that aims to be the leader of a new market

          (From Left to Right) Mr. Yoji Okoshi - Vice President of Ajinomoto Calpis Beverage (Thailand) Co.,Ltd. (Left)
          Mr. Hiroyuki Suzuki - Director of Consumer Food Business, Ajinomoto Co., (Thailand) Ltd. (2nd from Left) Mr. Phichien Koosmith - Executive Managing Director, Ajinomoto Co., (Thailand) Ltd. (3rd from left)  Ms. Anita Klaisuban - Beverage Business Department Manager, Ajinomoto Co., (Thailand) Ltd. (2nd from right) andMr. Takeshi Watanabe - Processed Food & Beverage Unit Manager, Ajinomoto Co., (Thailand) Ltd. (Right) joined the launching event of Calpis Lacto and reveal the presenter of the product, Tei – Jarinporn Junkiat (middle)
          “Calpis” (under the Ajinomoto Group from Japan), one of the world’s largest and most-widely recognized Lactic Acid beverage manufacturers, has been renowned for the excellent quality of its products for over 90 years. “Calpis” is now ready to make a major move in the beverage industry in Thailand by introducing its latest product, “Calpis Lacto”. “Calpis Lacto” is a new Japanese refreshment style featuring a delicious cultured milk mixture to provide enjoyment and good health throughout the day. With a unique flavor that is distinctive from other beverages, its taste will attract teenagers who are health-conscious and care about their appearance.
          “Calpis Lacto” is certain to be a welcome addition to the Thai beverage market in summer 2009, and is a decisive response to the health conscious trend among teenagers. The original Calpis, a favorite drink in Japan for many decades, is the flagship product that served as the prototype in creating “Calpis Lacto”. “Calpis Lacto” provides a unique flavor that suits the tastes of Thai people and will be another choice of new beverage for consumers who seek for refreshment. The unique taste of cultured milk with lactobacillus creates a sweet and tangy flavor that is enticing to teenagers. The distinctive bottle design packaging, blue polka-dots on a white background, shows the unique identity of the brand that announces a product to be innovative, memorable and interesting.
          Mr. Phichien Koosmith, Executive Managing Director, Ajinomoto Co., (Thailand) Ltd. said, “Calpis Lacto” is a new type of refreshment drink especially developed for Thais. The concept and origin of “Calpis Lacto” derived from the flagship product – “Calpis”, the popular Lactic Acid beverage produced and developed since 1919 by Calpis (Japan). The company is recognized as an innovative leader in the Lactic Acid beverage industry and also for the excellent quality of its products for more than 90 years. In Thailand, “Calpis” has its production base at Ajinomoto Calpis Beverage (Thailand) Co., Ltd. under the brand “Calpis”. Recently, there has been an additional investment of over 130 million baht to expand the production line and research division in Thailand to develop “Calpis” products even further. We expect the market value of refreshment beverage sales in Thailand this year to reach 1.4 billion Baht. Thailand is considered to be a large market with a continuous growth rate at around 10%.
Ms. Anita Klaisuban, Beverage Business Department Manager, Ajinomoto Co., (Thailand) Ltd. further added, “The marketing strategy for the launch of “Calpis Lacto”, the new Japanese refreshment style featuring a delicious cultured milk mixture, will be an aggressive 360-degree approach, which is different from our strategies in the past. We will emphasize the wide dissemination of product information, and allow as many consumers as possible an opportunity to sample the product. The key media in promoting “Calpis Lacto” will be Television Commercials (TVC), which will feature the well-known actress Tei – Jarinporn. In 2009, the Company has budgeted marketing activities for this product at 150 million baht, mainly via mass media and new forms of media. The Company intends to win 3-5% of the market share within the refreshing beverage market during the first year.”
          Experience the latest Japanese refreshment, “Calpis Lacto”, to refresh yourself everyday and everywhere. Available today at all convenience stores, leading department stores, and retail shops nationwide in 300 ml. PET bottle, 20 baht.

          For more information, please contact PR department, Hakuhodo Bangkok Co., Ltd.
          Chompoonuch Yanisrangkul # 723 (081-912-4360)
          Tel: 02-257-2533 Fax: 02-257-0545-6