NOMU introduces reduced-sugar Pink Milk

SOUTH AFRICA – NOMU, a South African dairy brand, has expanded its product lineup with the launch of a new reduced-sugar offering: Pink Milk.

Designed to appeal to both kids and health-conscious adults, NOMU Pink Milk boasts 40% less sugar per serving than other similar products.

According to the company, sweetened with a blend of sugar, maltodextrin, and stevia, the strawberry-flavored milk powder promises a creamy taste while helping families reduce their sugar intake.

Paul Raphaely, NOMU’s director, described Pink Milk as “delicious and creamy,” emphasizing its family-friendly nature. 

He also highlighted its local credentials: “Pink Milk, like our Reduced Sugar CHOCMILK, is 100% homegrown, designed, developed, and produced in Cape Town. Even if international brands aren’t prioritizing this market, we’re stepping in to fill the gap.”

This launch comes in the wake of Nestlé South Africa’s decision to discontinue its Nesquik chocolate and strawberry powders due to declining demand. 

While these products are still available on some online platforms, NOMU’s proactive approach mirrors its earlier response to Unilever’s withdrawal of Hellmann’s Mayo from the South African market, when it quickly introduced its own mayonnaise, Mayu.

NOMU Pink Milk is available for purchase on the company’s online store at R75 for a 250g canister. 

Its reduced-sugar formula positions it as a healthier alternative in a market increasingly focused on balancing taste and nutrition.

Navigating the competitive local market

The introduction of Pink Milk also reflects NOMU’s ability to adapt to market gaps left by global brands, a strategy that aligns with its broader philosophy of supporting local innovation. 

This approach has become particularly significant as South African consumers navigate a challenging economic landscape.

The broader food and beverage industry in South Africa is witnessing similar strategies among local heritage brands.

Country Fresh, for instance, remains a staple in the tub ice cream category despite stiff competition from dealer-own-brand (DOB) products and a dominant international player. 

However, heritage brands often face the delicate task of modernizing their packaging without alienating loyal customers.

Country Fresh, like many longstanding South African brands, has opted for incremental updates rather than bold redesigns, balancing the need for contemporary appeal with the risk of losing its traditional customer base.

In a market where economic uncertainty looms large, this conservative approach helps maintain brand loyalty while defending market share against global competitors with more dynamic visual identities.

With products like Pink Milk, NOMU continues to carve out a niche by offering high-quality, locally produced alternatives that resonate with South African consumers.

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