Dutch Lady aims to up market share with new milk formula

KUALA LUMPUR: Dutch Lady Industries Bhd (Dutch Lady), a dairy products manufacturer, aims to significantly strengthen its market share in the growing milk segment with the launch of the improved formulation of the Dutch Lady Growing Up Milk.

With five times more docosahexaenoic acid (DHA) than the previous one, it would ease nutritional challenges faced by parents in providing healthy diets for their children, said marketing director Rahul Colaco.

“When we developed the improved formulation, we took into account to make DHA more readily and easily available so that it can contribute to children’s healthy diet,” he told reporters after launching the new formula yesterday.

He said the new formula was also expected to markedly increase the company’s revenue as the milk segment was one of the biggest revenue contributors.

Currently, milk products contributed 50 per cent to the turnover, he added.

Dutch Lady is the market share leader in the growing up milk segment with the Dutch Lady brand holding 40 per cent of the market share.

To date, the company has 150 products across different brands and segments.- BERNAMA