URC Partners with Asahi to Venture into Cultured Milk Category

Sep 2022

Universal Robina Corp. (URC), one of the Philippines’ largest food companies, is expanding into the PHP 6.5 billion (USD 112.9 million) cultured milk category with a new product that addresses a greater need among Filipinos for healthier food products.

Through URC’s partnership with Asahi Beverages Philippines (ABP), Goodday cultured milk drinks will soon be available in stores nationwide. Goodday contains Lactobacillus Paracasei MCC1849 to help improve immunity. This strain is also known to help prevent the common cold, promote production of antibodies and enhance the effects of certain vaccines. Goodday comes in two packaging sizes, 350ml and 80ml, in three flavors: original, strawberry, and mango. Goodday is ABP’s first foray into the Philippine beverage market.

URC and ABP are introducing Goodday as Filipinos – having gone through adversities caused by the COVID-19 pandemic – now have a stronger appreciation for their health. 

“Consumers have made health and wellness a priority over the past few years, and URC’s joint ventures and product innovations in beverages are ready to address their needs. With our partnership with Asahi, we look forward to the addition of Goodday Cultured Milk Drink to our portfolio of beverage brands to better serve Filipino consumers,” said Irwin Lee, URC’s President & CEO.

Based on Nielsen Retail Audit 2020 on Ready-to-Drink Beverage, cultured milk is the fastest-growing ready-to-drink beverage category in the country. It has outpaced yogurt and milk, while other categories have seen a decline. 

(Source: URC)

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