Nestlé revamps energy bar, drink

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The US and Singaporean units of Swiss food giant Nestle are
investing heavily in promoting energy bars and health drinks.

The US arm of Switzerland's Nestle group is planning a major assault on the $1.4 billion (€1.39bn) snack/energy bar category with a major new advertising campaign for its PowerBar Pria brand. Meanwhile, the company's Singapore unit has relaunched the Milo health drink with a vitamin-enriched version.

According to the US magazine Brandweek​, Nestle's $9 million national print, outdoor and sampling campaign is focused primarily on active women - the target audience for Pria - and aims to drive trial and awareness of Pria's six flavours.

PowerBar was credited with creating the energy bar category in 1986 with its PowerBar Performance. In the niche energy segment, PowerBar competes head-to-head with Clif Bar, which last year launched Luna bar, the first energy bar for women.

Nestle acquired the PowerBar brand in 2000 and launched PowerBar Pria to cater for women after research showed that their energy needs were not being met by the typically dense large-size energy bars.

Meanwhile, on the other side of the world, Nestle Singapore is to replace its popular health food drink Milo with a fortified equivalent.

Milo with Actigen E is composed of a combination of vitamins and minerals and is high in magnesium and calcium. According to Nestle Singapore, the new Milo promotes the effective release of energy from the proteins, fats and carbohydrates in food.

"Nestle​ is committed to bringing its 'Good Food, Good Life' promise to all of its consumers in Singapore,"​ said Audrey Liow, managing director of Nestle Singapore. "Milo with Actigen E, which is specially enhanced with a combination of vitamins and minerals, contributes to the optimal release of energy,"​ concluded Liow.

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