URC partners with Asahi to venture into P6.5-B cultured milk business
Universal Robina Corp. (URC), one of the Philippines’ largest food companies, is expanding into
the P6.5-billion cultured milk category with a new product that addresses a greater need among
Filipinos for healthier food products.
Through URC’s partnership with Asahi Beverages Philippines (ABP), Goodday cultured milk
drinks will soon be available in stores nationwide.
Goodday offers more benefits across-the-board than current brands, URC said in a statement.
It contains Lactobacillus Paracasei MCC1849 to help improve immunity. This strain is also
known to help prevent the common cold, promote production of antibodies and enhance the
effects of certain vaccines.
Goodday comes in two packaging sizes, 350ml and 80ml, in three flavors: original, strawberry,
“Consumers have made health and wellness a priority over the past few years, and URC’s joint
ventures and product innovations in beverages are ready to address their needs. With our
partnership with Asahi, we look forward to the addition of Goodday Cultured Milk Drink to our
portfolio of beverage brands to better serve Filipino consumers,” said Irwin Lee, URC
president & CEO.
“We strongly believe that Goodday will be made available in all of URC’s distribution networks
across the Philippines, and in the hands of our loyal consumers as the demand for immunity-
boosting health beverages continue to rise,” said Hemalatha Ragavan, CEO of ABP.
Goodday is ABP’s first foray into the Philippine beverage market.
Based on Nielsen Retail Audit 2020 on Ready-to-Drink Beverage, cultured milk is the fastest-
growing ready-to-drink beverage category in the country. It has outpaced yogurt and milk,
while other categories have seen a decline.
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