Reflects brand’s on-going commitment to support Malaysian children with complete and balanced nutrition
Kuala Lumpur, 24 March 2011 – Dumex has introduced Dugro Komplete Nutri™, an enhanced milk formulation which contains lcFOS (long chain fructo-oligosaccharides dietary fiber). While lcFos helps maintain a good intestinal environment, Dugro Komplete Nutri™ also contains DHA, AA, SA and Taurine which are important components for the brain as well as essential nutrients such as Calcium, Iron, Zinc and Vitamins that promote overall growth and development.
Photo (left – right): Mr. Ang Chong Lee, Marketing Director of Danone Dumex (Malaysia) Sdn Bhd; Ms. Toni Brendish, Managing Director of Danone Dumex (Malaysia) Sdn Bhd and Dugro Ambassadors, Vanidah Imran and Rashidi Ishak at the launch of Dumex Dugro Komplete Nutri™
Speaking at the launch of Dugro Komplete Nutri™, Ms Toni Brendish, Managing Director of Danone Dumex (Malaysia) Sdn Bhd, explained it is important for children to cultivate a healthy eating habit with a balanced diet at a young age in order to build a healthy foundation. “The 3rd National Health and Morbidity Survey conducted by the Ministry of Health states that about 15% of Malaysian children are found to be under nutrition. The most affected group are children between one to six years of age. As an expert in child nutrition, we have a duty to enlighten parents on the importance of complete nutrition. For example, having the child take Dugro Komplete Nutri™ with three regular meals a day will give them a complete and balanced nutrition for their overall growth and development.”
“The enhanced formulation,” said Ms Brendish, “is the only Standard growing-up milk in Malaysia which is in accordance with Malaysian children’s nutritional needs and based on the Malaysian Recommended Nutrient Intakes (RNI). The Malaysian RNI was established in reference to the Food and Agriculture Organisation of the United Nations (FAO), World Health Organisation (WHO), Institute of Medicine – Food and Nutrition Board (IM-FNB) as well as several Malaysian studies. Enhancing the formulation in accordance with the Malaysian RNI makes Komplete Nutri™ current and takes into account local data such as the body build and nutrition levels of Malaysian children.”
Ms Brendish added that with a 53-year heritage in Malaysia of nurturing future generations, backed by a strong belief in, and commitment to, research and development, “Dumex is pleased to further cement its position as the expert in child nutrition by continuing to offer fresh and innovative products that cater to the optimum growth and development of Malaysian children at different stages of their growing up life.”
At the launch, Danone Dumex also unveiled a new look for the brand, to enhance the brand positioning and to capitalise on opportunities to remain top-of-mind with consumers. Fresh and modern in look and feel, the revamped logo features a double heart design to signify the love and bond between a mother and her child, at the same time reflecting its heritage and history as the trusted name in child and toddler nutrition with its signature red and white Dumex wordmark.
In conjunction with the introduction of Dugro Komplete Nutri™, Dugro also kicked off the Komplete Nutri™ consumer contest which will run in April and May 2011 to inspire mothers to nourish their children continuously. To participate in the contest, consumers need to complete a contest form which comprises a simple word-search puzzle and a creative slogan. The contest form must be submitted with a proof-of-purchase.
The three top winners of the contest will win a kitchen makeover by popular interior designer Eric Leong worth RM80,000, RM50,000 and RM30,000 respectively. Additionally, there will be ten consolation prizes of RM5,000 each, and for every 100th entry, the participant will walk away with 6-month’s worth of Dugro Komplete Nutri™.
Dugro Komplete Nutri™ is available at all leading supermarkets and hypermarkets nationwide and is priced at RM9.80 (350g), RM17.10 (650g), RM22.80 (900g) and RM41.60 (1.6kg).
For more information, please log on to www.dumex.com.my or call Danone Dumex Careline at 1800 38 1038.
About Danone Dumex
Danone Dumex (Malaysia) Sdn Bhd (“Danone Dumex”) is a specialist in child nutrition and markets a range of innovative science-based and proven child nutrition products. A winner of numerous awards including the 2008 Effie Award Malaysia for its ‘Ezy on Toddler’s Tummy’ Campaign and named the Best Brand - Growing Up Milk for two consecutive years at The BrandLaureate 2008/2009 and 2009/2010, Danone Dumex is part of DANONE, a Fortune 500 company and one of the most successful health food companies in the world.
For further information on Danone Dumex, visit www.dumex.com.my