ACTIV Beyond Expectation | The Sunday Leader

Sanjeevani Clarinda Jayawardena

Lanka Dairies (Pvt) Ltd. a subsidiary company of Lanka Milk Foods (CWE) PLC, which is one of the leading business entities in the Sri Lankan dairy industry, has launched a new product under the brand name of Daily on the 3rd of June 2011. It is the only Malt Chocolate food drink named ACTIV produced with fresh cow?s milk. The launch ceremony held at its office premises marked the beginning of a new endeavour for the organisation.
The product is a UHT treated malt chocolate food drink which comes in 200ml Tetra Pak packaging and will retail at the maximum price of Rs. 35/- and has a shelf life of six months. ?This is a pivotal venture for us. We have foreseen an enormous market potential in the malt chocolate food drink category, and also identified that the category lacks a strong milk based product to cater to the nutritional needs of its consumers. Since the quality of the milk is a one of our strongholds, we can undoubtedly revolutionize this category with ACTIV,? stated Ms. Sanjeevani Clarinda Jayawardena, Director of Lanka Milk Foods (CWE) PLC.
Lanka Dairies (Pvt) Ltd. is the introducer and pioneer in manufacturing UHT treated, aseptically packed products to Sri Lanka, with the launch of Daily Flavoured Milk in 1996. This technology revolutionized the non carbonated RTD (ready to drink) beverage category which was led by bottled fruit drinks and pasteurized flavoured milk packets or bottles. Daily milk was successful in providing the market with its easy to handle, convenient, long shelf life packs, which provides superior value to retailers and consumers, whilst quenching thirst and satisfying the consumers? taste buds. Daily milk at present has eight distinctive flavours ? Vanilla, Chocolate, Strawberry, Coffee, Banana, Mango, Faluda and Kulfi in order to offer a wider choice, catering to the taste pallets of consumers from different age groups and ethnicities. ?We are the masters of this packaging technology in Sri Lanka. Fifteen years ago, we made a revolution in the non carbonated beverage industry with Daily milk and with this new addition; we envisage a repetition of the success. We source the best quality milk available in Sri Lanka from our own Ambewela Farms, to manufacture ACTIV. Our plant operates 24 hours a day, seven days a week with the diligent effort of our dedicated staff in order to provide a high quality product to the consumers,? said E.M Hemarathne, Plant Manager of Lanka Dairies (Pvt) Ltd.
The objectives of the launch event were to introduce this new product to the company field sales force and to motivate them to make this venture ?a winner? in the market owing to its product superiority. Thus the theme of the launch event was aptly named as the introduction of ?The ACTIV Force?. Apart from the field sales force, the event was graced by the presence of several management representatives of Stassen Exports, Lanka Bell (Pvt) Ltd. and company executive staff. A special training programme was conducted for the field sales force on how this new product could be made a champion in the market through effective selling, distribution and merchandising. In addition, a workshop was conducted by a professional trainer and motivational speaker to build the levels of self confidence and instil the ?winner attitude? in the minds of the ACTIV Force. ?We can proudly state that our company is a giant in the Sri Lankan dairy industry with brands such as Ambewela and Daily. We have gained the trust and confidence of the Sri Lankan consumers within a short span of time owing to the consistency of our product quality and value proposition. The quality, natural goodness, taste and nutrition of our products are unmatched by the competition. We will support this new product with comprehensive marketing activities to reach the minds and hearts of the consumers effectively. Therefore, we strongly believe that Daily ACTIV will definitely be a winner in the market,? said Patrick Wickramasinghe, General Manager ? Sales and Distribution, Lanka Milk Foods (CWE) PLC.

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