URC ventures into cultured milk; partners with Asahi

MANILA, Philippines — Universal Robina Corp. is making its foray into the P6.5-billion cultured milk category.

The Gokongwei-owned food company has partnered with Asahi Beverages Philippines (ABP) for a new product, Goodday cultured milk drinks,  which will soon be available in stores nationwide.

Goodday offers more benefits across-the-board than current brands.

It contains Lactobacillus Paracasei MCC1849 to help improve immunity and to help prevent the common cold, promote production of antibodies and enhance the effects of certain vaccines.

URC and ABP are introducing Goodday as Filipinos, having gone through adversities caused by the COVID-19 pandemic, now have a stronger appreciation for their health, proponents said.

There is now a growing demand for healthier food and beverage products, URC president and CEO Irwin Lee said.

“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 Lee.

Based on Nielsen Retail Audit 2020 on Ready-to-Drink Beverage, cultured milk is the fastest-growing ready-to-drink beverage category in the country. It has outpaced yogurt and milk, while other categories have seen a decline.

Goodday will be offered in two packaging sizes, 350ml and 80ml, in three flavors: original, strawberry, and mango.

“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,” said Hemalatha Ragavan, CEO of ABP.

Goodday is ABP’s first foray into the Philippine beverage market.

ABP is the local subsidiary of Asahi Holdings Southeast Asia (AHSEA). By marrying the needs of Filipino consumers and the breadth of Asahi’s globally recognized products, Asahi aims to bring world-class beverage that will not only excite every Filipino, every day, but also cater to the rising demand of healthy beverages in the wake of the pandemic.