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Primalac is the subject of a major advertising campaign in The Moodie Report to drive retailer awareness |
SWITZERLAND. Primalac Goldmilk baby powder, a major new product development targeted at the Chinese traveller, has secured its first listings with Gebr Heinemann and The Nuance Group, respectively.
The brand was conceived and launched by Steven Goldstein, who co-founded Goldkenn chocolates, one of duty free’s great success stories, in the 1980s.
The product has been tailored specifically to Chinese government restrictions on volumes of baby formula that can be imported free of taxes each time a traveller enters China. The allowance currently stands at 1.8kg.
Primalac comes in two differing twin-packs, each complying with the regulations.
In an interview earlier this year with The Moodie Report, Goldstein said: Steven Goldstein: “I have continued to travel extensively around the world since my Goldkenn time. I have noticed that most of the travel retailers were pushing brands to the Chinese travellers based purely on price savings or advertising campaigns in China.
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“I wondered if there was a product or product line that was truly based on a genuine Chinese customer demand“ |
“I wondered if there was a product or product line that was truly based on a genuine Chinese customer demand. That’s easier said than done and it took me some time to identify it.
“Ever since 2008, some very bad news has emerged now and then about powdered baby milk. Due to the greed of some people, the milk formula became tainted with melamine that killed and maimed many babies.
“What is certain is that consumer confidence has been lost in locally sold baby milk products. So most Chinese travellers started buying baby formulas all over the world in large quantities to bring back home. Infant formulas are very seriously controlled products and have lots of regulations attached to them before being allowed on the market.
“The biggest problem was to find the right product. This took me a long time, nearly a year in fact. I wanted the best Swiss product, and I found Primalac Premium products, which could assure parents that infants and toddlers are given the best possible start in life. All Primalac Premium formulas are based on the latest research data and legal standards, and are produced according to the Swiss quality guidelines using fresh milk from Swiss cows. We have selected the best product with the finest ingredients we can find worldwide.”
Contact: Please e-mail steven.goldstein@axions.ch
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An artist’s impression of how Primalac could be merchandised in the airport environment |
