Nestle eyes lower end market with $0.098 Milo (Kenya)

By Doreen Wainaina | Business Daily, Kenya September 21, 2017

Nestle is targeting the lower end of the market with the introduction of a Sh10 Milo sachet.

The foods processor has re-launched the cocoa and malt beverage, changing the size of the granules and adding the ‘‘kadogo’’ economy targeted pack.

According to Nestle, the drink will now be in powder form rather than the previous large granules, which is expected to make it easier to dissolve.

“(This) is in line with Nestlé’s dedication to innovation; continuously improving the nutritional value of its products,” said Nestlé East Africa Marketing Manager Lilian Mackenzie.

Milo will also be available in 100, 200 and 400 grams that will retail at Sh200, Sh380 and Sh650 respectively.

This is not the first time for Nestle to target entry level customers with its products.

Its Flagship Nescafe was one of the first products to be available in a ready to drink pre mixed sachet at Sh10 several years ago.

This came with sugar and cream already in a sachet, to lure low income consumers by removing the need to buy milk and sugar separately. Previously, Nescafe was available in a Sh5 sachet.

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