Fresh innovation leads Milco’s dairy comeback

Milco is eyeing a larger share of the UAE’s dairy market following a recent product re-launch, branding overhaul and the introduction of what the company touts as its product’s ‘ground-breaking’ USP: the ‘Fresh-Check Indicator’.

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By  Robbie Greenfield Published  July 14, 2005

Milco is eyeing a larger share of the UAE’s dairy market following a recent product re-launch, branding overhaul and the introduction of what the company touts as its product’s ‘ground-breaking’ USP: the ‘Fresh-Check Indicator’. The revamp included a redesign of Milco’s logo and new packaging, additions that the company believes will emphasise the freshness of Milco’s products. The indicator is promoted as a fail-safe way of testing that freshness. “When shopping for perishable items like fresh juices and dairy, consumers run the risk of buying expired or inconsumable goods,” said Philippe Devismes, marketing manager, Milco. “The Fresh-Check Indicator means customers no longer need to make that gamble.” According to Milco, the product’s expiry date alone is not sufficient enough evidence to indicate freshness. The way the products are handled and stored prior to hitting the shelves provides an equally valid pointer to their lifespan. “The indicators show whether the products have undergone numerous changes in temperature, which negatively affect their quality. This demonstrates that the real freshness is not only determined by the expiration date, but also by the way these items are handled,” added Devismes. As such, keeping products like milk fresh is almost entirely dependent on maintaining a constant storage temperature of around 4°C and a ‘cold chain’ that incorporates all ports of call, from delivery trucks to warehouses. As for the Fresh-Check itself, the products are marked with two rings, the outer one remaining a constant colour and the inner one acting as the indicator. If the inner ring is lighter in colour than the outer ring, claims Milco, then the product’s freshness is guaranteed. If the rings are the same colour then the item is still fresh but must be consumed soon. Once the inner ring becomes darker than the outer, then the product is no longer safe to consume.

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