URC partners with Asahi to venture into P6.5b cultured milk category
Universal Robina Corp. (URC), one of the Philippines’ largest food companies, is expanding into the P6.5 billion 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 offers more benefits across-the-board than current brands.
It 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.
“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.
“We strongly believe that Goodday will be made available in all of URC’s distribution networks across the Philippines, and in the hands of our loyal consumers as the demand for immunity-boosting health beverages continue to rise,” said Hemalatha Ragavan, CEO of ABP. “My team and I are ecstatic as we look forward to establishing Goodday as a household Filipino brand like how URC has done for all its current brands.”
Goodday is ABP’s first foray into the Philippine beverage market.
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.
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.
“Filipinos now have a sharper, more personal take on the maxim ‘Health is wealth’, and we are here to respond to that with products like Goodday,” Lee said.
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