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SINGAPORE – December 4, 2013 – Dairy and beverage company Malaysian Dairy Industries, with annual sales revenue of more than $260 million in Singapore and RM600 million in Malaysia, has appointed Grey Group Singapore as its advertising partner. Grey Group has been tasked with revitalizing VITAGEN Less Sugar in the Singaporean market.
VITAGEN Less Sugar is a cultured milk drink made of fermented skim milk with billions of live probiotic cultures imported from Chr. Hansen Laboratory in Denmark, a leading cultures laboratory supplying high quality probiotics worldwide (good bacteria i.e. Lactobacillus acidophilus and Lactobacillus casei) to help maintain a healthy digestive system, Grey Group said in a press release.
MDI and its subsidiaries manufacture distribute and market a wide range of food products such as sweetened condensed milk, evaporated milk, UHT milk, juices and Asian drinks, pasteurised milk, juices, cultured milk, soft yoghurt, yoghurt drink, jelly and pudding.
“Grey’s strategic and creative approach to addressing our communications needs, coupled with their vast knowledge of the Singaporean market were decisive factors in entering this partnership” said MDI’s Marketing Manager Hui See Thio, Grey Group Singapore’s Chief Executive Officer, Subbaraju Alluri, said: “Our goal is to showcase the winning and superior attributes of VITAGEN to increase their reach in the Singaporean market. VITAGEN is backed by real science and we are incredibly excited to be working alongside Malaysian Dairy Industries to reach out and engage consumers to pursue better food choices”.
