(From left) Siti Nurhaliza, Megat Najmuddin, Loi, Azmi and Farm Fresh CFO Mohd Khairul Mat Hassan with children from Pertubuhan Warisan Suci (Pewaris).
TO provide the right nourishment for a healthier future generation, Farm Fresh has introduced its latest product, Farm Fresh Grow, for children aged one to six.
This UHT formulated growing up milk is in ready-to-drink format and made from pure cow’s milk with only essential fortification added.
This product will resonate with mothers who want a more natural product for their children as it does not contain maltodextrin, vegetable oil nor calcium carbonate.
“In normal dairy industry practices, milk fat is skimmed off dairy milk to make cream and butter as they are more valuable. What’s left is the skimmed milk that is used as the basis of children’s formula milk,” said Farm Fresh CEO and co-founder Loi Tuan Ee.
(From left) Farm Fresh brand ambassador Datuk Seri Siti Nurhaliza Tarudin, her daughter Siti Aafiyah Khalid, Farm Fresh chairman Tan Sri Megat Najmuddin Megat Khas, Farm Fresh CEO and co-founder Loi Tuan Ee and Farm Fresh COO Azmi Zainal introducing the new Farm Fresh Grow UHT formulated ready-to-drink milk.
“To replace the skimmed-off milk fat, plant oils are used in combination of different plants to be added in the formula milk formulation due to similarity in fatty acid composition.
“To compensate for the lack of sweetness in the milk, other forms of processed sugar substitutes like maltodextrin, corn syrup solids and also sucrose are added to make it tastier and thicker.
“Additionally, the dilution of the natural dairy in formulated milk powder weakens the natural calcium content in dairy, which is then added with calcium carbonate, processed from limestones,” said Loi.
Farm Fresh Grow has a creamy note and tastes just like fresh milk, which comes in 125ml and 200ml UHT packaging formats that can be stored at room temperature.
Its ingredients include cow’s milk that contains natural calcium phosphate, protein, Vitamin D3 to aid with calcium absorption, and fortified with inulin fibre, DHA (algae), choline, taurine, iron, magnesium, zinc plus antioxidants and 22 vitamins including Vitamins A, B2, B3 and C.
Siti Nurhaliza joining Loi and Azmi to launch Farm Fresh Grow.
“Parents, grandparents and caretakers alike understand the importance of a child’s growing up years as a crucial stage for their overall development,” said Farm Fresh COO Azmi Zainal.
“According to a report by the Health Ministry, it is found that one in five Malaysian children under the age of five are stunted. What does this tell us?
“It means that malnutrition is a major issue among Malaysian children. Even if they are drinking milk, children are still not getting the right amount of nutrients.
“It is especially worse if parents are ill-informed about the ingredients present in the milk that they give to children, which could be inhibiting their potential growth.
“This is where we would like to address the importance of label reading and to check, check and check the ingredients on the back of the packaging before purchasing, especially when it concerns children’s milk.”
Loi added: “In general, excessive sugar is harmful, all the more so that children’s milk products should not contain these added hidden sugars and ingredients as replacements.
“Maltodextrin carries zero nutritional value which acts only as a binding agent and sugar replacement (it carries the same calories as sucrose).
“To add context, table sugar has a high glycaemic index (GI) of 65; maltodextrin has an even higher GI index of 80-120, almost double that of sugar. This causes the sugar rush and hyperactivity that is often seen in children.
“Other ingredients like vegetable oils and calcium carbonate are also ingredients not present in our new product, making Farm Fresh Grow a healthy, natural and balanced milk nourishment for children, staying true to our brand ethos,” he said.
Artiste-entrepreuneur Datuk Seri Siti Nurhaliza Tarudin, who is Farm Fresh’s new brand ambassador, was the special guest at the recent launch event of Farm Fresh Grow.
According to Loi, Siti Nurhaliza is their brand ambassador as she embodies the brand ethos simply by just making the switch to the better option for her children.
Farm Fresh’s partnership with Siti Nurhaliza reflects her seal of approval for the brand, and her belief in the product as a healthier option for children.
Farm Fresh also unveiled their new taglines for Farm Fresh’s products: “IT’S ALLLLLLLLL GOOD” and “SEMOOOOOANYA BAIK” that signify the goodness of its milk.
At the launch event, paediatrician Dr Ng Yi-Ki spoke in a panel discussion on topics such as the problem of obesity in Malaysian children which is the second highest in Asean based on World Health Organisation data, the adverse impact of excessive sugar on children’s health, and essential nutrients for children.
All of Farm Fresh’s labelled products are free from preservatives and colourings. Farm Fresh has a diverse product portfolio spanning multiple product segments such as chilled ready-to-drink (RTD) milk products, UHT/ambient RTD products, plant-based products and yoghurt products.
Adding to the list of existing products, the latest Farm Fresh Grow UHT Formulated Milk is now available at Jaya Grocer retail stores and 99 Speedmart in Peninsulas Malaysia.
One can also purchase the milk through Farm Fresh’s Home Dealer Network or online via SUBPLACE, sold by cartons (24s x 200ml) on a monthly subscription or one-off basis at www.subplace.com/brand/farmfresh with offers from RM25 up to RM40 off.
For more details on Farm Fresh, visit www.farmfresh.com.my
