Rainbow celebrates 50 years with new look

Rainbow Milk has redesigned the packaging on all of its milk products to give it a “fresher and cleaner look”, as it marks its 50th anniversary in the region.

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By  Tim Addington Published  August 18, 2005

Rainbow Milk has redesigned the packaging on all of its milk products to give it a “fresher and cleaner look”, as it marks its 50th anniversary in the region. Royal Friesland Foods, which owns the Rainbow Milk brand that includes evaporated and condensed milk, milk powder and drinking milk, worked with Dutch-based branding consultancy Value Engineers to come up with the changes, which were implemented by Design Bridge in London. Small alternations were made to image that features three cows and a windmill, while a new brand promise ‘More taste, more nutrition’ and the company’s claim that its product contain 27 vitamins and minerals, has been add to all packs. Vikas Mittal, regional director of marketing at Friesland Foods Middle East, said the changes gave its products a “neater, fresher and cleaner look”. “The brand is very strong in the Middle East so we didn’t want to change the look totally,” said Mittal. “With the new packaging, we have chosen to put greater emphasis on the 27 vitamins and minerals contained in our products, while still reinforcing its great taste and heritage. This rejuvenation is part of our continuous efforts to evolve with the changing consumer needs in the region. The new design now brings alive the brand promise of ‘More taste, more nutrition’ to consumers in an appealing way.” In the UAE alone, the company claims that 400 million cups of tea are served using Rainbow milk annually. It wants to increase its market share outside of the evaporated milk market, where it holds a dominant position. “Rainbow Milk is a truly established brand in the region,” added Mittal. “With over 50 years of sales, our products are popular with consumers, as they have become a way of life handed down through the generations.” A pan-Arab advertising drive that includes television has already started running to promote the range of products.

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