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Milco is carrying out a comprehensive branding makeover this year with its enhanced brand-identity and product line. After conducting numerous market research sessions and countless qualitative studies of the market’s needs, Milco has embarked on a total re-branding campaign both to improve the quality of its products and to meet the market’s demands.

Milco’s re-branding begins with an overhaul of its image. New, state-of-the-art graphics were used to create an attractive logo designed to exemplify the freshness and quality of Milco’s products. The new graphics will extend to Milco’s entire product line in order to further its brand identity.

“Our old packaging had its weaknesses; it did not appeal to consumers. We had to meet their needs and expectations by finding the right formula and reconsidering the whole range of our products,” states Nadine Traboulsi, Brand Manager at Milco.

Furthermore, the logo is customized to represent the product within. For instance, fresh orange juice containers will be branded with a high quality label with Milco’s logo on a background of a graphical image of refreshing oranges.

Milco’s re-branding campaign is calculated to suit the diversity of the local market, which is Arab, Asian and European. A demanding clientele, such as the UAE’s, requires first-rate products with a universal appeal. According to Traboulsi, “the new packaging is not only intended to appeal to Arabs; it is standard and the products are universal and therefore suit all racial markets.”

Milco has also improved its plain and fruited yoghurt recipes. Both recipes are now based more heavily on richer, creamier milk, in order to offer customers healthier, tastier products. The fruit yogurt recipe is blended to emphasize the fruit’s natural taste and nutrients. Such improvements are aimed at gaining the public’s trust and loyalty to Milco’s products, and to provide the public with an assurance that the products they buy are the best in the market.

One of the many exciting innovations that Milco has embarked on is its introduction of the first 2 liter PET bottle in the UAE. This initiative is intended both to provide a healthier alternative to impure plastic bottles and to make the product more attractive to consumers. The introduction of the 2 liter PET bottle is part of Milco’s intention to use the best packaging that the industry has to offer. “PET is the paramount packaging for fresh products. Milco wants to highlight its dedication to high quality products and packaging throughout its entire product line. This is only a fraction of Milco’s advancements across the board,” states Traboulsi.

Milco’s re-branding campaign is designed to cook up a storm in the dairy industry. Milco is constantly on the look out for innovative ways to lead the market, and this re-branding campaign is its opportunity to reintroduce its goods as the healthiest, richest and freshest products available in the market.