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by Elmo Leonard

Warfare in the local malted milk market is hotting up, with the relaunch of Viva malted milk and the appointment of wicketkeeper batsman Kumar Sangakkara as its brand ambassador.

The new product with red and yellow graphics is targeted at the young and energetic, and roadside posters are already commonplace.

In the ensuing campaign which will come in all three media, Kumar Sangakkara, possibly, the world's number one in his cricketing role, will come head on with, young and smashing actress, Chathurika Peiris.

Chathurika, personifies the exuberance of youth as the emissary of Nestle Nestomalt malted milk, currently the clear market leader for malted milk.

The distributor for Viva, GlaxoSmithKline (GSK) Sri Lanka has another brand, Horlicks malted milk, in its portfolio, as a consumer option, or rather, consumer obligation, as marketeers will like to portray it.

Viva, an Indian product, was purchased by Glaxo, five years ago. Since, GSK has been distributing the product islandwide.

In 2005, over 2004, the then Viva product on the shop shelf improved its marketshare by 52 percent, GSK director, sales, Prem Kumar said.

Pressed by media, Kumar said that Viva, now has an 11 percent share of the local malted milk market.

Malted milk (milk with malt) has had a place as a consumer product in Sri Lanka for over a century. A former Horlicks sales representative and propagandist W. G. V. Perera (affectionately called Horlicks Perera) 85, recalled Horlicks, as a British product, made in Sloubuck, London.

Horlicks malted milk was then the market leader in Sri Lanka, Perera said. In pre and young post-independence Sri Lanka, when entertainment was scarce, the distributors held free film shows and handed out hot Horlicks drinks all over the country to build consumer loyalty.

In 1965, Horlicks even contemplated building a factory here, but took it to India. Horlicks, later came under the distribution of Millers Ltd.

The product always came in bottles, and in old times, the graphics showed an angel with a wand. It was said that an angel had appeared in a dream to the head of a deserving family and gave out a recipe for the manufacture of what came to be known as Horlicks.

The Nestle brand, Nestomalt, malted milk, has retained its trade name since 1866, according to the graphics of the Nestomalt pack.

Over 50 years ago, the two malted milks in the market, were also regarded as specifics in the recuperation from influenza.

Over the years, Nestomalt has been relaunched many times over and in the process has emerged the clear market leader. Nestomalt has been given the image of being good for the invalid, the aged, suited for the competetive cyclist, the energetic rice farmer, the whole family, that tea goes best with it, and now with the exhuberence of youth, while vitamin and minerals have been added on, in this long process.

Nestomalt, is manufactured and distributed by Nestle Lanka Ltd, Colombo. Horlicks is packed in India.

Horlicks, in turn, has been relaunched over the years in the local marketplace, to offset the onslaught of Nestomalt. Now, the graphics on the Horlicks pack says, the great family nourisher.

An ongoing advertising campaign speaks of Horlicks with calcium and other ingredients needed for active growing children. Nestomalt counters it with a Hi-calcium, Junior, pack.

Late entrant, Anchor power malt (malted milk) promises an active body and active mind. There is on the shop shelves, and advertised profusely, Anlene Malt - hi calcium malted food drink. Also Anmum malted food drink for pregnant and lactating mothers, with malt and hi foliate, with the promise of the proper development of the brain of the foetus.

GSK director corporate affairs and medical marketing, Dehan Seneviratne said that the relaunched Viva is packed with power boosters for the youngsters with very active lifestyles.

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Copyright 2001 The Associated Newspapers of Ceylon Ltd.