Universal Robina Corporation (URC) and Asahi Beverages Philippines (ABP) have successfully distributed over 130,000 Goodday cultured milk drinks to approximately 150 schools as part of an initiative aimed at providing a healthier beverage alternative for students in the country.
The drinks were provided for free to schools in Quezon City, Mandaluyong, Caloocan, Navotas, Malabon, Marikina, Pasay, Muntinlupa, Parañaque, Pasig, and Taguig in Metro Manila; Bocaue, Meycauayan, and Marilao in Bulacan; Sta. Rosa, San Pedro, and Biñan in Laguna; and Kawit, Bacoor, and Silang in Cavite.
The URC-ASB initiative was commended by Vice President and Education Secretary Sara Duterte, who cited its significance in advancing the well-being of vulnerable children and their families in need of nutrition, education, and other means of support. Collaborative efforts like these, said Vice President Duterte, would help to ensure the “overall growth and development among Filipino children and youth.”
URC President and CEO Irwin Lee expressed intentions to expand the program nationwide, aiming to improve students’ health through the "YUMImmunity-Ready" campaign for the upcoming school year.
Goodday represents URC's entry into the Php 6.5 billion cultured milk category, forged in partnership with Asahi Beverages Philippines. The partnership was formally announced in August 2022.
Offering more benefits across-the-board than competing brands, Goodday contains heat-treated lactobacillus paracasei MCC1849 to help strengthen immunity with proper diet and exercise. This paraprobiotic strain is known for reinforcing immunity when combined with a balanced diet and physical activity. This paraprobiotic strain further aids in preventing the common cold, stimulating antibody production, and enhancing the efficacy of certain vaccines.
“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,” said Lee, affirming the company’s commitment to provide customers with better choices.
Hemalatha Ragavan, Asahi Beverages Philippines CEO, expressed her confidence in Goodday's potential to become a staple in Filipino households, as the demand for immunity-boosting health beverages continues to rise. “We also plan to increase our reach to more students across the whole of Philippines,” added Ragavan.
Based on the Nielsen Audit Report of March 2023 covering most ready-to-drink beverages, cultured milk is a fast-growing ready-to-drink beverage category in the Philippines, outpacing milk.
URC and Asahi Beverages Philippines introduced Goodday cultured milk drink 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.
For more information on URC, visit urc.com.ph
