Milgro Milk foods, which came to the Sri Lankan market five years ago with its ‘Instant Milk’ segment, says it dominates that market and is claiming a 90 % stake in this sector. Encouraged by these performances, Milgro said this week it was now taking a step forward in penetrating the full cream milk powder market which is used by most consumers in Sri Lanka.

The new milk food brand is produced and marketed internationally by Pacific Interlink Sdn Bhd (PIL). Speaking at the launch, Avinash Bhandari, Head, Consumer Products, Division, Pacific Interlink said that they diversified into this segment of milk powder as they found that consumers are in search of a quality milk powder at an affordable price.

He said that today bulk of the consumers use full cream milk and it is a 45,000 tonnes market to which Milgro Creamy is confidently penetrating. He said they are confident that they would build up a strong market share in this category too.

He said that the quality and consistency of the product is fully guaranteed as their source of supply is only from New Zealand and they are the only milk food distributor that markets the product that comes fully packed from the source of supply.

On the sidelines of the press conference, Mr Dhandari told The Sunday Times FT that though establishing dairy farms in Sri Lanka is a distant vision, with a strong market established in this country, it would be a possibility as in some other parts of the world they have in fact established dairy farms, to provide an impetus to local milk production. But he assured that whatever they do, everything would be under stringent quality standards for which they are reputed internationally.

Milgro is distributed in Sri Lanka by its distribution partner, East-West Marketing, through a well established island wide distribution network.