Aussie plant-based brand MILKLAB steps up marketing efforts to bolster growing presence in South-East Asia
Since its inception in 2015, the brand has rolled out a range of products, namely Full Cream Dairy, Almond, Oat, Soy, Macadamia, Coconut, and Lactose-free milk.
“Our entire product range was created to complement the flavour and intensity of espresso. In particular, the plant-based range has a rich and creamy mouthfeel, which has a similar texture as full cream dairy milk, and stretches well enough to produce smooth and shiny foam with minimal microbubbles for the perfect latte art,” Peter Brown, Regional Sales Director – Asia, Middle East, told FoodNavigator-Asia.
The brand’s best-selling products are the Almond and Oat milk. The latter is made with 100% Australian oats and fortified with calcium (100 mg of calcium per 250ml serving). Although there is no added sugar, the milk’s natural sweetness comes from the high-quality locally grown oats.
“There are many new entrants in the plant-based space that focus on oat-based alternatives. However, this alienates consumers who are allergic or intolerant to gluten. This is why MILKLAB has the widest range of plant-based milk in the foodservice sector to cater to all types of dietary restrictions,” said Brown.
Intense marketing
MILKLAB is currently available in 19 countries across Asia, the Middle East, and South Africa. The brand also has an increasing presence in the South-East Asia (SEA) region.
Seizing the growth opportunities, the company recently embarked on two major marketing campaigns in Singapore. These include the Oat Float, a pop-up concept for consumers to sample coffee made with MILKLAB’s products; and the MILKLAB Coffee Run, a month-long promotional event that offered one-for-one beverages at 16 prominent cafes in the city-state.
The firm is now looking to bring the campaign to the rest of its key markets in SEA, including Malaysia, Vietnam, Indonesia, and the Philippines.
“The region’s demand for plant-based milk is high, as consumer preferences are shifting towards healthier, and more socially and environmentally responsible alternatives. We are investing in marketing not just to grow our brand, but also the specialty coffee industry, our partners and our customer base,” Brown said.
Building brand loyalty
MILKLAB’s products are also available for purchase via e-commerce platforms such as Shopee and Lazada.
“Alternatively, home-based baristas can contact us directly, and we will support the purchase enquiry with our local distributors. We are also continuously working on expanding our distribution to as many cafes and consumers as possible.
“By combining brand activations targeting both trade partners and consumers, we aim to increase brand awareness and brand loyalty so that people will ultimately ask for MILKLAB by its name at their favourite cafes,” added Brown.
