By Grace Oputa
FrieslandCampinaWAMCo is making a fresh bid for more market share in the children’s segment of the consumer milk market. The country’s leading milk marketer has recently introduced a ready-to-drink product targeted at school age children for its Peak Milk brand. Peak School Smart is a small-sized 110 milliliter chocolate-flavoured milk drink which pitches Peak directly into the school lunch pack market segment. The milk marketer already has a campaign going on TV to back the new product. The TVC is airing on Channels TV,NTA Network, among others
Friesland has consistently promoted Peak, its flagship brand over the years but the changing market trends has favoured a variety of new offerings such as flavoured milk, flavoured yoghourt over traditional plain milk products.
Rivals such as Viju Milk, Promasidor (CowBell) and Nutricima (Bliss, Yo!, Nunu) have been quick to tap into this market segment ,leaving Friesland which is the market leader through Peak Milk to play catch up. Peak School Smart would expectedly help its parent gain market share in the sizeable school children snack market segment believed to be worth a billion naira per annum.
