Manila, Philippines – Multinational food and beverage company Universal Robina Corporation (URC) has partnered with the Philippine subsidiary of Japanese drink company Asahi in order to tap into the cultured milk business, valued at PHP6.5b.
The partnership, done with Asahi Beverages Philippines (ABP), will see Goodday cultured milk drinks be soon available in stores nationwide. The cultured milk product contains the probiotic Lactobacillus paracasei MCC1849 to help improve immunity.
Goodday is ABP’s first foray into the Philippine beverage market, and both companies are introducing Goodday as Filipinos – having gone through adversities caused by the COVID-19 pandemic – now have a stronger appreciation for their health.
Irwin Lee, president and CEO at URC, said, “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.”
Meanwhile, Hemalatha Ragavan, CEO of ABP, commented, “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.”
She added, “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.”
Based on Nielsen’s Retail Audit 2020 on ready-to-drink beverages, 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.