Kuala Lumpur, 12 March 2013 – MILO®, Malaysia’s leading nutritious beverage, launches Malaysia Breakfast Day as part of its on-going nationwide campaign The MILO® Breakfast Movement. The campaign - strengthening the MILO®’s focus to its brand heritage of breakfast - calls upon all Malaysians to join in a mass pledge of adopting the breakfast habit for a healthier and balanced lifestyle.
The MILO® Breakfast Movement, since its beginning, has brought Malaysians closer to stronger understanding of breakfast importance through numerous behavioral change-driven engagements across various platforms.
Mr Ho Hau Chieh explaining the initiatives by MILO in encouraging Malaysians to cultivate a healthy breakfast habit during the launch
According to Ho Hau Chieh, Executive Director of Dairy Business Unit, Nestlé Products Sdn. Bhd., “Malaysia Breakfast Day is going to be the biggest breakfast event of the year and a climax to the series of initiatives carried throughout The MILO® Breakfast Movement. The response received from the 2012 MILO Nutrition Movement campaign has been phenomenal as more and more Malaysians begun to take action and joined us in our rally in reinforcing the breakfast message,” he adds.
Following the campaign’s success last year, MILO’s mission in the New Year is to deepen the relevance of breakfast and instill the habit of breakfast in every Malaysian home. Malaysia Breakfast Day will take place first Sunday of May annually.
"As the leader in the chocolate malt beverage category, it is our responsibility to not only inform Malaysians about the right nutrition to start their day right, but encourage actions towards the cause,” says Ho. “MILO provides the right energy for Malaysians to take on their day and start the day right. Together with balanced food intake, MILO’s Protomalt and Actigen-E are able to provide them with sustainable energy to last them through the day.”
Consumer Marketing Manager for MILO Ng Su Yen explaining on the activities lined up for MILO Malaysia Breakfast Day
Special guest, Celebrity Master Chef, Chef Sabri Hassan, joins the bandwagon in helping Malaysians realize the importance of breakfast as part of their daily routines and how MILO plays an important role during this occasion.
Chef Sabri, renowned for his cooking, demonstrates healthy breakfast ideas that are simple, fast, and yet nutritious while Nestle’s Nutritionist, Nurul Iliani Ahmad compliments the recipe demonstration with her expert insights on nutrition value and the benefits of how an energy-packed breakfast can fire up the day of adults and children.
Chef Sabri from Celebrity Master Chef demonstrating simple, fast yet nutritious healthy breakfast recipes using MILO as one of the ingredients
This year’s Malaysia Breakfast Day will take place on 19th May 2013 at Universiti Putra Malaysia (UPM) and is open to public with free admission. Apart from MILO® serving breakfast for all on that Sunday morning, the public can also look forward to The Malaysia Breakfast Day Run, MILO®’s initiative to support participants who want to put into practice living a healthy lifestyle. Malaysians can also look forward to a day of performances, exercises, games and wellness health checks.
On Malaysia Breakfast Day, MILO® will lead a record-breaking attempt in the Malaysia Book of Records in serving “The most Chocolate Malt Beverages consumed in a Single Breakfast Sitting”.
“We believe that actions speak louder than words,” explains Ho. “The Guinness World Book of Records not only offers all of us an opportunity to “get back together with breakfast”, break a world record, unite Malaysians with a single cause, and together as a nation, we propel good changes and make breakfast a daily routine! The benefits are immense.”
He elaborates further that Malaysia Breakfast Day is not just confined to the grounds of UPM on 19th May but the cause should be supported from wherever we are.
MILO® reached out to its tech-savvy audience through the company’s informative new breakfast webpage, introducing users and online visitors to the campaign objectives and enlightening them with facts and tips to a healthy lifestyle. As different people prefer different types of breakfast meals to cater to their dietary needs and lifestyle routines, MILO® also dedicated a page to a variety of exciting breakfast ideas that are fast to do and easy to follow.
On-ground touch-points to reach out to all Malaysians around the region are included through a series of concourse events themed ‘MILO Breakfast Champion’ in Penang, Pahang, Johor, Klang Valley and Sabah, further inculcating breakfast eating habits through interactive activities and interesting games. The MILO® sampling vans are also scheduled to visit commercial offices and neighbourhood parks in March and April to give out nutritious breakfast with MILO®.
For more information on Malaysia Breakfast Day and its activities, please visit: www.milo.com.my/breakfast
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