In ensuring our future generations have sufficient nutrition, Dutch Lady Milk Industries Berhad (DLMI), Malaysia’s leading dairy company, launched its first milk-based formula dietary food DUTCH LADY MaxGro. DLMI also unveiled a new campaign to complement the launch of its latest innovative product. Themed Cita-Cita Tinggi Mampu Dimiliki, the campaign aims to raise awareness of Malaysian children’s nutritional needs and promote regular height tracking to ensure their ambitions to grow taller and healthier are achieved, thus meeting their optimal growth potential.

Specially formulated to provide children with 80% of the recommended nutrient intake⁴ (Malaysia RNI 2017), DUTCH LADY MaxGro is suitable for children aged 1 - 9 years old and it is packed with essential nutrients to help them meet the requirements of a well-balanced and complete diet. This latest innovation by DUTCH LADY contains 9 Essential Amino Acids (9EAA) — which are the building blocks in Protein for bones and muscle growth, Docosahexaenoic acid (DHA), Calcium — for strong bones, and Vitamin D — for aiding Calcium absorption. Other nutrients that can be found in DUTCH LADY MaxGro include Iron, Magnesium, Phosphorus, Zinc, Vitamin A, E, K1, B1, B2, B3, B6, B12 and C — to support children’s optimal growth and development.

“The DUTCH LADY brand has been building strong families for more than 50 years, and we want to fulfill our purpose of nourishing Malaysians by introducing nutritious dairy products to our consumers,” said Tarang Gupta, Managing Director, DLMI. “And to keep up with the everyday needs of Malaysians, we strive to formulate a new offering that tastes great and at the same time bring the best value to our consumers. Our latest milk offering, DUTCH LADY MaxGro, is a testament to our ambition to help Malaysian children embark on their journey of proper nutrition for a healthier and better future,” he added.

As Malaysia’s leading dairy company, DLMI, further dialed up the ante by introducing MaxGro Growth Tracker application, a growth tracking tool that helps parents to keep track of their children’s development and growth progress at the virtual launch. Aside from tracking a child’s Physical Growth, the application also allows parents to monitor their children’s Cognitive Growth, check their Immunisation Schedule, update their Teething Log, and much more.

The MaxGro Growth Tracker app was developed for parents to help their children reach their ambition to grow taller and healthier with ease, and is available on Google Play for free.

Zatur Hassim, Marketing Director, Specialised Nutrition, DLMI, highlighted that the key findings from frequent surveys done with Malaysian mothers help us understand their concerns about their children’s growth. “Based on our observations, apart from seeking milk offerings that can provide complete nutritional support for their children’s growth, Malaysian mothers also looked for convenient ways to keep track of their children’s growth progress. This is why the DUTCH LADY brand took this proactive role in developing a growth tracking tool – to make it more accessible to all parents in Malaysia. Echoing the aim of our campaign, we wanted to amplify the message of Cita-Cita Tinggi, Mampu Dimiliki — which translates to high ambition or ambitions to grow tall that is within reach,” she added.

Tested by a lineup of real Malaysian mothers:

The taste and suitability of the all-new product has also garnered positive feedback from their little ones:

The survey was done in collaboration with the Home Tester Club in Malaysia.

Also present at the virtual launch event, was Dr Azam Mohd Nor, Consultant Pediatrician from Pantai Hospital Kuala Lumpur. According to Dr Azam, height is a key indicator of a child’s health, and poor nutrition is a pervasive issue in Malaysia. One of the best ways to address malnutrition is through consumption of nutrient-dense milk and for parents to consistently measure their children’s height and growth to ensure that they are growing healthily.

Support your child’s optimal growth potential with the all-new DUTCH LADY MaxGro, found at key retail outlets nationwide. For more information, please visit www.smartmoments.com.my and request for a complimentary sample now.

Incorporated in 1963, Dutch Lady Milk Industries Berhad (DLMI) is a leading dairy company in Malaysia. It is owned by one of the largest dairy cooperative companies in the world, Royal FrieslandCampina NV, a Dutch multinational dairy company. Dutch Lady Malaysia was the first milk company to be listed on Bursa Malaysia in 1968, and the first to introduce Formulated Milk Powder for Children in Malaysia in 1988.

Dutch Lady Milk Industries Berhad, awarded as the Company of the Year 2014 by The Edge Billion Ringgit Club, manufactures and sells a wide range of quality dairy products for the home and export market, with all products enjoying a strong following in brands like Dutch Lady and Friso Gold. Through a unique collaboration between FrieslandCampina and four international research teams/universities, we initiated the South East Asian Nutrition Surveys (SEANUTS) study in 2009, involving four countries – Malaysia, Indonesia, Vietnam and Thailand. SEANUTS is the largest and most extensive nutrition and health study ever done in South-East Asia, wherein 16,744 children up to 12 years old were surveyed over a four-year period. More information can be found at www.dutchlady.com.my.

Every day, Royal FrieslandCampina provides millions of consumers all over the world with food that is rich in valuable nutrients. With annual revenue of 11.3 billion euros, Royal FrieslandCampina is one of the world’s five largest dairy companies, supplying consumer and professional products, as well as ingredients and half-finished products to the food industry and the pharmaceutical sector around the world. Royal FrieslandCampina has offices in 36 countries and 23,816 employees, and its products are available in more than 100 countries. The Company is fully owned by Zuivelcoöperatie FrieslandCampina U.A, with 17,413 member dairy farmers in the Netherlands, Germany and Belgium—making it one of the world’s largest dairy cooperatives. For more information, please visit: www.frieslandcampina.com.