Rainbow changes its colours

The venerable condensed milk brand has celebrated its 50th birthday with a complete redesign of its packaging.

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By  David Ingham Published  September 3, 2005

Rainbow Milk, a brand of Royal Friesland Foods, is celebrating its 50th birthday by treating itself to a redesign of its packaging. Its range includes Evaporated Milk, Milk Powder, Drinking Milk and Sweetened Condensed Milk and there will now be a consistent look and feel across the entire portfolio. “Rainbow Milk is a truly established brand in the region,” said Vikas Mittal, marketing director, Friesland Foods. “With over 50 years of sales, our quality products are very popular with consumers, as they have become a way of life, handed down through the generations.” According to Rainbow, the new packaging emphasises the 27 vitamins and minerals contained in its products. “This rejuvenation is part of our continuous efforts to evolve with the changing consumer needs in the region,” said Mittal. “The new design now brings alive the brand promise of ‘More Taste, More Nutrition’ to consumers in an appealing way.”

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