But our growth story doesn’t end at supplying food professionals. Vietnam’s large and increasingly affluent population has a fast-growing appetite for high-quality dairy nutrition.
FBV General Manager Arnaud Renard says that every month in Vietnam people enjoy over eight million serves of our Anlene high-calcium milk, while hundred thousands of expecting mums rely on Anmum Materna every year to get the right nutrition for their pregnancy.
Our people are focused on driving growth in our consumer branded businesses by making sure our brands reach Vietnamese consumers through a range of activity – from mass movement events across major cities, street engagement with bone scans and mobility tips, to nurturing like-minded communities on digital channels.
For example, our Anmum Materna brand moved from number three in 2014 to holding the number one position today in the maternal milk category, trusted by 60 per cent of expecting mothers. This success is largely thanks to our launch of the liquid single serve format last year, great-tasting flavours to fend off taste boredom, and reaching out to consumers with mobile apps designed to add value to expecting mums.
The Anmum Materna app reaches 800,000 Vietnamese mothers, with an average user visiting the app five days a week.
“We want our Vietnamese consumers to see our brands such as Anlene or Anmum Materna as partners in their journeys to strong and healthy lives, and preparing them for significant stages of their lives.
“Looking ahead, we are excited by the opportunities across this rapidly expanding market. Fonterra is well-placed to expand our offerings to the Vietnamese – with our high-quality products, innovative solutions, and fantastic taste, we will continue to strive to be the country’s most trusted source of dairy nutrition,” Arnaud says.