JEDDAH, 8 September 2005 — The importance of vitamins and minerals as part of a balanced daily diet was emphasized at the golden jubilee celebration of a milk company.
Studies in the Arab world shows that only 30 to 35 percent of schoolchildren and adolescents drink milk daily. Also, it is found that as the children grow older, consumption of milk decreases and intake of soft drinks increases. “The low intake of milk may have a negative effect on children’s bone health and general growth,” Dr. Khalid A. Madani, consultant nutritionist and general supervisor at the Ministry of Health’s Nutrition Department, Makkah region, said at the 50-year celebration of Rainbow Milk held at Radisson SAS Jeddah Hotel on Monday night.
Referring to the alarming frequency of adolescent obesity and lack of proper nutrition, Dr. Madani told a press conference that marked the celebration that children could reduce the possibility of various chronic conditions during their adulthood and old age if they were encouraged to drink milk regularly. “They must drink at least two glasses a day,” he said.
On its 50th birthday, Rainbow Milk, a brand of Royal Friesland Foods, which was one of the first multinational brands introduced to the Arab world in 1955, has launched a new look packaging for its entire range. The range includes evaporated milk, milk powder, drinking milk, and sweetened condensed milk. “Our range brings synergy to a household name,” Wout Matthijs, managing director, Friesland Foods, said.
While some of the products are produced at the Royal Firiesland Foods Plant in the Netherlands, some others are being produced at its plant in Jeddah. The local plant is responsible for the production of Rainbow drinking milk, which is exported across the Arab world.
“Rainbow Milk is a truly established brand in the region and particularly across the Kingdom,” Vikas Mittal, Jeddah-based marketing director of Friesland Foods Middle East, said. “With over 50 years of sales, our quality products are very popular with consumers,” Mittal added.
With the new packaging, the company has chosen to put greater emphasis on the 27 vitamins and minerals contained in its products, while still reinforcing its “great taste and heritage,” Mittal said, adding that this “rejuvenation” is part of the company’s efforts to evolve with the changing consumer needs in the region. The new design now brings alive the brand promise of “more taste, more nutrition” to consumers in an appealing way.
