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URC Enters Cultured Milk Segment with Asahi Beverages Philippines Tie-Up

Goodday joins the food company’s growing portfolio of beverage brands
by URC And JG Summit Teams | Sep 19, 2022
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As it continues to fulfill its purpose to “Delight everyone with good food choices,” Universal Robina Corporation, one of the Philippines’ largest food companies, is expanding into the Php 6.5 billion cultured milk drink segment. 

Through its partnership with Asahi Beverages Philippines (ABP), Goodday cultured milk drinks will soon be available in stores nationwide, serving the growing need among Filipinos for healthier food products.

“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,” said Irwin Lee, URC President and CEO.

Universal Robina Corporation and Asahi Beverages Philippines team up to introduce a healthier beverage choice to Filipinos. From left: URC’s Jose Miguel Manalang (Corporate Strategy & Investor Relations Director), Pancho del Mundo (Chief Financial Officer), and Irwin Lee (President & CEO) with ABP’s Hemalatha Ragavan (CEO) and Tee Foong Tsin (Manager, Strategy & Corporate Planning, Philippines, Indochina and Exports). IMAGE URC

Speaking on the budding new partnership, ABP CEO Hemalatha Ragavan said, “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 continues 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.”

Available in three flavors: original, strawberry, and mango, Goodday contains Lactobacillus paracasei MCC1849 to help improve immunity. This strain is also known to help prevent the common cold, promote production of antibodies, and enhance the effects of certain vaccines.

Goodday contains Lactobacillus paracasei MCC1849, which is scientifically proven to help improve immunity. This strain is also known to help prevent the common cold, promote production of antibodies, and enhance the effects of certain vaccines. IMAGE URC

Based on the Nielsen Retail Audit 2020 report, cultured milk is the fastest-growing ready-to-drink beverage category in the country, outpacing yogurt and milk, while other categories have seen a decline. 

 “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,” offered Lee.

For more information on URC, visit urc.com.ph

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