From John Silas
Poised to help consumers against counterfeit products, FrieslandCampina WAMCO Nigeria Plc on Thursday unveiled a redesigned Peak 456 Growing Up Milk pack.
Specially formulated for children aged four to six years, the new packaging is designed to help Peak 456 stand out as a specialised milk product while maintaining all the trusted nutritional benefits, anchored by the brand’s Docosahexaenoic Acid (DHA) advantage that Nigerian mums have come to rely on.
Speaking on the development at the unveiling in Lagos, Senior Brand Manager, Moronke Abayomi, said “Peak 456 has always been more than just a milk, and remains a trusted companion for Nigerian mums on their journey to raising strong, smart children.
Abayomi said “this new pack represents our continued commitment to innovation and authenticity. We are elevating how the brand looks on shelves, while ensuring that our love for mums and children remains at the heart of every pack.”
According to the company, the product’s unique proposition is built on three core pillars: brain development, supported by an optimal blend of DHA, iron, choline, taurine and selenium; physical growth driven by quality proteins, essential amino acids, calcium, phosphorus and Vitamin D; and strengthened immunity, backed by Vitamins A, C, D and E, alongside zinc, copper and selenium.
It explained that the refreshed pack introduces a striking new look that includes a descriptor ribbon clearly identifying the product as “Growing Up Milk,” the inclusion of the iconic Peak Island visual element, and a reaffirmed reason-to-believe logo that underscores its DHA fortification credentials. More so, it said the product’s content, quality and taste remain entirely unchanged.
The company further noted that, as the Nigerian Growing Up Milk segment mover, Peak 456 is designed to serve the ambitions of Nigerian mums who are determined to see their children get the right nourishment appropriate for their age every day.
The pack redesign is accompanied by an integrated communication campaign and store activations aimed at educating consumers on the new look, showcasing its distinctive features, and reassuring shoppers that only the packaging has been updated, not the premium quality and nutritional content they trust.
The campaign will also serve to educate consumers against counterfeit products by helping them confidently recognise and identify the authentic new pack in-store. Abayomi said the company understands that “Nigerian mums are cautious about change when it comes to what they feed their children, and that is exactly why our messaging centers on reassurance.
“The new-look Peak 456 is the same trusted milk their families have always loved, just with a fresher, more distinctive look that stands proudly on shelves. Our DHA Advantage remains our number one promise to every Nigerian child and their mother.”
