MILO® is a beverage of cocoa, is a product by Nestlé, developed by Thomas Mayne, launched at the Sydnes Royal Easter Show, in 1934. MILO® first production plant located in Smithtown, near Kempsey on the on the North Coast of New South Wales.
The name MILO® was derived from a mythical Greek athlete Milo of Crotona ( 6th century BC ).
MILO® consists of mixture of chocolate and malt powder. The malt extract is rich in energy in the form of different types of carbohydrate : glucose, maltose, oligosaccharide, and polysaccharide. Often fortified with vitamins and minerals : B1, B2, B3, B5, B6, B12, Biotin, C, Ca, Mg, Fe, P , thus it is not surprise MILO® ‘s TV commercial jingles sings “minum MILO® anda jadi sihat dan kuat”.
MILO® is very popular in Malaysia, where the brand is synonymous with chocolate flavored drinks.
It has 90% market share in Malaysia, and Malaysian were said to be the world’s largest consumers of MILO® . Other similar beverages : Ovaltine® , Horlick® and Vi-Co®, find it very hard to capture Malaysians taste.
The largest MILO® factory in the world locates at Chembong, Negeri Sembilan.
MILO® was first introduced as a nutrient supplement 1950s. It is closely associated with sports and often labeled as sport drinks. It was MILO® that coined the slogan ‘Malaysia Boleh!’.
In Peru, during the 1970s, MILO® can labels displayed Peruvian towns, crops, fauna and floral. After 1980s, the advertising fit to sports images.
In India, MILO® fails to compete with other beverages, thus ceased its production.
In Australia, the home country of MILO® , a new version called MILO® B-Smart was released in 2008, which is of finer texture and has added vitamin B and iodine.
In Brazil, production of MILO® was discontinued, but other Nestle brands, Nescau and Nesquik still continues.
Sold as powder in its signature green tin, MILO® is also available as a premixed beverage in TetraPak, and 3in1 packages.
MILO® can be served hot, lukewarm (MILO® suam) or chilled (MILO® 冰), with milk, or Nescafe instant coffee powder (Neslo).
Other MILO® derived products are : chocolate bar, cereal, yoghurt, ice cream etc
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