Sweetened Condensed Milk Nutrition InformationLast Updated: May 01, 2015| ByElise Wile

Condensed milk being poured over strawberries.Photo Creditoto_wing/iStock/Getty ImagesIts likely no surprise that sweetened condensed milk is dense in calories. After all, it is used as an ingredient in some very rich desserts. However, as far as sweets go, condensed milk has some redeeming qualities, namely, the nutrition that it derives from the milk solids it is made from. The key to enjoying condensed milk as a part of a healthy diet is consuming small, measured portions.CaloriesSweetened condensed milk is a decadent treat, as it contains 62 calories for a mere tablespoon. Condensed milk is high in calories for the reason that its name implies -- it is a dense mixture of milk solids and sugar. People who are dieting should either avoid condensed milk or consume it very judiciously.FatA 1 tbsp. serving of regular sweetened condensed milk contains almost 2 g of fat, according to the USDA. The fat in condensed milk is primarily saturated fat, which can negatively impact cardiovascular health. It is easy to eat a significant amount of saturated fat when you consume condensed milk if you do not carefully watch portions. Condensed milk is a better choice than cream, however, which contains 5.5 g of fat per tablespoon. You can buy low-fat and fat-free versions of condensed milk if you are watching your fat intake.Protein and CarbohydratesA tablespoon of sweetened condensed milk contains over 10 g of carbohydrates, all of which are sugars. A diet high in refined sugars can lead to weight problems, cardiovascular problems and diabetes, according to a health policy report in "The New England Journal of Medicine." This treat also contains protein, although not very much, with 1 tbsp. containing 1.5 g. Use caution when eating desserts containing condensed milk, as some can contain amounts of sugar that you may deem unacceptable for a weight management or blood sugar control plan.NutrientsNot surprisingly, one of the primary nutrients youll find in condensed milk is calcium -- 54 mg per tablespoon. Condensed milk also contains 36 mg of potassium, 5 mg of magnesium, 56 IU vitamin A and trace amounts of other vitamins and minerals.FunctionSweetened condensed milk is used to provide sweetness and a rich creamy texture to some desserts. If it is combined with acidic ingredients, such as lemon juice, it will thicken on its own -- without being cooked or chilled. Many people also use condensed milk to sweeten beverages, particularly coffee. Condensed milk can also be cooked for a lengthy period of time and allowed to caramelize. The caramel, also known as dulce de leche in many regions of the United States and Mexico, is used as a topping for ice cream and incorporated into other desserts.IdentificationCondensed milk is sometimes confused with evaporated milk. Although the two go through a similar evaporative process that results in a product containing a high density of milk solids, the nutritional profiles of the two are quite different. Condensed milk has added sugar, whereas evaporated milk does not. Due to the sugar, condensed milk has a thick, viscous appearance and will cling to a spoon or settle at the bottom of a cup if not stirred thoroughly.The health benefits of milk include increased bone strength, smoother skin, stronger immune system, prevention of illnesses such as hypertension, dental decay, dehydration, respiratory problems, obesity, osteoporosis and even some forms of cancer. The beneficial health nutrients obtained from milk are essential for the human body and help prevent a number of chronic ailments.Milk, quite simply, is a liquid that mammals can create in mammary glands in order to feed their young. The reason mammals have this is because this is what their young are naturally supposed to consume until they are strong enough or old enough to hunt for themselves or eat what their parents typically eat. Humans also have this ability, which is why we have begun to explore the interesting world of milk from other animals, in the hopes that milk could continue to nourish us throughout our lives, rather than simply at the beginning of it.Spoiler Alertwe were right! Milk can be very beneficial to us at all times of our life!Many animals can provide us with thisvital health substance,but cows milk is considered the best wholesome supplement for children as well as for adults. It is also the most accessible, while the milk of other animals like buffalo, goats, sheep, camels, reindeer and yak is much more difficult to acquire.Milk from horses and donkeys can also be consumed by humans, but that is even less common, and much less pleasant to extract.The health benefits of milk can be achieved from drinking milk directly or by consuming dairy products such as cheese, butter, curd, clarified butter or ghee, dairy whitener, ice cream, cottage cheese or paneer, flavored milk, or milk sweets.Put it this way, around the world, there are more than 6 billion people who regularly consume some type of food that is based on milk from an animal; it is one of the most essential elements of the human diet, since these animals that create milk are on almost every continent and country.The US Department of Agriculture (USDA) has clearly mentioned in its Dietary Guidelines to include milk and milk products to ensure a healthy, balanced diet.Nutritional Valueof MilkThe nutritional value ofmilkis so well known that people all around the world include it as a staple part of their diet. Adding milk to your daily diet can also help you to achieve a well-balanced diet. Milk is an ideal source of nutrients such as vitamin A, B12, D calcium, carbohydrates, phosphorous, selenium, magnesium, protein, zinc and riboflavin. The Teagasc Dairy Products Research Center at Moorepark, Fermoy has reported recent research on using milk to neutralize the cholesterol content of the body. Most of the caloric content in milk comes from the natural sugars found in it. These are essential to the overall functioning and health of the body, and they reduce the chances of a number of deficiencies, and boost health in a variety of ways! Lets explore more about the important impact of milk and milk-based products on our health!Milk DeficiencyMilk deficiency can cause severe anemia, osteoporosis and other related illnesses. The consumption of milk is essential for maintaining good health and having the energy and strength to do normal activities.It is the best source of calcium for all age groups, and since calcium is considered the most important mineral in the healthy growth, functioning, repair, and durability of the bones and skeletal system, milk will always have a significant role in peoples diets, as a way of preventing calcium deficiency or osteoporosis.Health Benefits of MilkMilk is an extremely beneficial drink for the health of the human body. Some of the advantages of drinking this life-giving nectar are as follows:Calcium:Milk is the best source of calcium that we can supply to our body.Calcium protects the bodyfrom major chronic ailments such as cancer, bone loss, arthritic conditions, migraine headaches, pre-menstrual syndrome, and obesity in children. It also functions as a healthy aid in losing unwanted fats and reducing weight. Calcium is an essential mineral in the creation of bone matter, and bone mineral density measurements rely highly on calcium as the main support structure of our body. Milk is the quickest, least expensive, and most readily available source of calcium on the market.Heart Health: Although most of the focus of calcium is on bones, it has also been shown toreduce cardiovascular diseaseand the chances of strokes. Two long-term studies in Japan have positively shown a correlation between daily calcium intake and a reduction in stroke, atherosclerosis, and cardiovascular disease. Therefore, grab some milk for a healthier heart! Furthermore, the magnesium and potassium content in milk both act as vasodilators, which reduces blood pressure, increases blood flow to vital organs, and reduces the stress on the heart and cardiovascular system. Thepeptides found in milkare also believed to inhibit the creation of ACEs, (angiotensin-converting enzymes), which increase blood pressure.Healthy Bones:As mentioned above, milk is rich in calcium, which is essential for growth and the proper development of strong bone structure. Bone disorders such as osteoporosis can be prevented with a significant daily intake of milk.Children deprived of cows milkhave an increased chance of suffering from bone fractures when injured, and their healing time will be significantly higher if they dont have a steady stream of calcium to aid in the regrowth of bone matter.Healthy Teeth:Encouraging children and youngsters to drink milk will give themexcellent dental health, as milk protects the enamel surface against acidic substances. Drinking milk for energy and health would also lessen the frequency of children consuming soft drinks, thus reducing the risk of decaying teeth and weak gums.Rehydration:Fluids are an integral part of the human body, and the body needs to be frequently replenished with liquids as they are used up within the body.Water is essential for growing children and they must drink at least six to eight glasses of fluid every day. Milk contains a good quantity of water molecules and is considered the best fluid for rehydration, outside of drinking actual water. Water makes up more than 80% of our body mass, and the balance of fluids in our body is essential for every single process in our body. That is whydehydrationis such a major and dangerous problem, as it threatens all of our metabolic functions. So, if you cant find any water, grab a glass of milk!Skin Care:Have you heard of Cleopatra, the Queen of the Nile? She was considered to be one of the most beautiful women of all time. Well, it shouldnt surprise you that she had a tradition of taking a milk bath every single day!She used to mix honey and milk in the bath, which enabled her to maintain soft and beautiful skin. For thousands of years, milk has been known tobenefit our skinby helping us maintain a fair and smooth complexion. Therefore, milk and milk products are used in a number of cosmetic preparations to this day!Milk is also good for treating dry skin, so if you have dry skin, apply milk on your face and other affected areas, leave it on for about 15 minutes and then wash it off.The milk solids nourish and smooth your skin. The lactic acid present in milk is known to aid in removing dead skin cells, thereby rejuvenating your skin and keeping it fresh. Finally, simply drinking milk, due to its impressive content of vitamin A, helps to boost the health of the skin from inside the body, particularly since the antioxidant potential of milk helps to eliminate free radicals, the dangerous byproducts of cellular metabolism that are partially responsible for premature aging of the skin, resulting in wrinkles and age spots.Improving Diet and Vitamin Intake:According to medical research, drinking milk considerably improves ourintake of vital minerals and vitamins.A person who consumes a carton of whole milk doubles his chances of fulfilling his calcium requirement for the day, whereas another person consuming a can of carbonated soda may actually lower his calcium levels by 1/3. Calcium, along with all of the other essential minerals listed above, are necessary for the daily diet in order to ensure proper functioning of every aspect of our body.Acidity Reduction: Consumption of milk products can also help in reducing acidity throughout the body. Drinking cold milk specifically provides relief from acidity.Wholesome Food:It contains many vitamins and minerals to keep you fit, healthy and strong. A full glass of milk contains vitamins A and B for good eyesight and increasing red blood cell count, carbohydrates for vitality and energy, potassium for proper nerve function, magnesium for muscular function, phosphorous for energy release, and proteins for body repair and growth. It also keeps your bodyfunctioning at a youthful levelas you get older, more so than some other vitamins and minerals.Cancer:Intake of milk may also provide relief to those suffering from colon cancer. Newstudysuggests that a diet rich in dairy products mayslightly extend lives of people diagnosed withcoloncancer.A Word of Caution: Some people may havelactose intoleranceand may have trouble digesting milk. Lactose is a natural sugar found in milk. The symptoms of lactose intolerance include bloating, stomach pain, gas and diarrhea. For kids it is advisable to consult your health care provider since this is not so common among children. For adults, lactose free milk and milk products are readily available on the market. You can also drink varieties of soy milk or almond milk to avoid lactose, yet still receive many of the same benefits as mammal-derived milk.

What is Condensed Milk?Borden's Eagle Brand Condensed Milk is pure cow's milk properly combined with unadulterated cane sugar.The milk which is used in Eagle Brand is fresh, pure, full cream milk from healthy cows. The cows are examined and the dairies carefully inspected at regular intervals. The condensaries are located near the dairies, which makes it possible to receive the raw milk in a perfectly fresh state.The laboratory system maintained by the Borden Company insures milk of an even higher quality than that required under the government pure food laws. From each can of pure raw milk delivered to the plants, a sample is taken and immediately tested by experts to detect the slightest deviation from the required standards.The milk, having passed the inspectors at the condensary, is put into heating-wells where it is subjected to a temperature of about 206 degrees Fahrenheit by passing a jet of live steam through it. This degree of heat is held for about five minutes in the heating wells. The milk is then passed on to sugar wells where it is mixed with pure sugar which is added for the purpose of preserving. This mixture is then run into vacuum pans where it is held at a temperature of not more than 140 degrees Fahrenheit for a period of from 1 to 1 1/2 hours, the temperature being gradually lowered until the batch is finished. By this process the growth-promoting properties of the milk are not lost, and the fresh milk and pure sugar are properly blended. The finished product is run through the cooling system, and then into the standard size cans as sold in stores. From the time the milk passes into the vacuum pan until it is sealed in the can every possible precaution is used to prevent contamination and oxidation.To further insure the quality of this health food, sample cans of Eagle Brand Milk are taken from each batch and incubated for one week, or longer, at our home office laboratory, to determine whether there has been any bacterial growth since the first test made at the plant immediately after condensing. This final test is a check on all previous tests. Milk-born epidemics have never been traced in any way to Borden's Eagle Brand Condensed Milk. It is an absolutely safe milk supply. Clean milk kept clean--is the Borden Ideal.How to Care for Eagle Brand After Opening CanIt is safe to leave the milk in the original can. If you empty the can into some other container you must admit that it would be a great risk unless you feel sure that the container was as clean as the original can. The tin does not injure the quality of the milk after the can has been opened and exposed to the air. It is however, unsanitary and dangerous to expose any food, because of the dust, flies, etc., which carry disease germs, and even though you keep the opened can of Eagle Brand in a cupboard or ice box, we recommend that you cover the can tightly with an inverted cup or tumbler. By these means the contents of the opened cans will remain wholesome for a longer period than ordinarily would be taken for consumption.EAGLE BRAND AS A HEALTH FOODEagle Brand is truly a health food. It contains all the substances necessary for body growth--protein, fat, carbohydrate, ash constituents and vitamins.The protein in Eagle Brand is more easily digested than protein in fluid milk, due to the process which it undergoes in condensation. It forms a fineflocculentcurd in the stomach in comparison to the large thick curd formed from bottled milk.There is a liberal proportion of carbohydrate in Eagle Brand which is also easily digested and assimilated. This substance supplies heat and energy necessary for the human body. If a child's diet is low in fat, a larger proportion of carbohydrate is necessary.* Fat can be replaced by cane sugar without harm to the organism. Carbohydrates in fact put less strain than fats on the digestive system during the process of digestion.There are more ash constituents present in Eagle Brand than in human milk. They are in a form easily assimilated by the body.``The vitamins, Fat soluble A and water soluble B retain almost their original potency after the process of condensation. The amount of water soluble C vitamin varies with many factors, depending primarily upon the amount in the original milk and secondarily upon the process of heating and evaporation, with special reference to oxidation.''**For the reasons stated above many digestive systems which are weak can digest and assimilate Eagle Brand milk without any disturbance whatsoever.Amer. Jour. Dis. Children, June, 1920. Von Picquet, ``Fat Replaced by Cane Sugar.''** Extract from an article onVitamins in Milkby Dr. M. J. Rosenau, Boston Medical Journal, May, 1921.CONDENSED MILK FOR SCHOOL USEThe importance of the teachers' position in overcoming malnutrition has already been described and the definite suggestion made that they start health and nutrition work among their classes. An essential feature of such a program is the regular addition of Borden's Eagle Brand Condensed Milk to the children's daily diet.The first question is:--``Why shouldcondensed milkbe used for the malnourished child?''With the proper dilution and administration, Eagle Brand will meet every essential need as a milk food.It can be definitely depended upon as being absolutely free from harmful bacteria. (One can never be too careful regarding the cleanliness of milk. Know the source of your milk supply.)It is decidedly economical.It keeps perfectly and is most convenient in actual use.MANILA, Philippines - The National Price Coordinating Council (NPCC) has approved new price caps for milk products amid the increase in the price of raw materials in the world market.Trade Secretary Gregory Domingo told reporters following the meeting of the NPCC yesterday the government approved higher suggested retail prices (SRP) for evaporated, condensed and full cream milk.He said higher demand from China triggered price hikes in the world market.For the 410-milliliter can of Angel evaporated milk, the new SRP is at P38.15 from its current price of P36.80, while the 370-ml can of Alaska evaporated milk will have a new recommended price of P38.20 from P37.The new SRP for a 300-ml can of Alaska condensed milk is P53 from P51.30.For the 150-gram Birch Tree Full Cream powdered milk, the new prescribed price is P58.10 from the previous P53.80.sbhgfjnghkmhjkljiloThe Tactical & Strategic Report on Alaska Milkhas the following coverage:-Report Contents:- The report has three main constituent parts, the Corporate data, the Market Research data, and the Business Planning tools. In addition there is a host of reference information provided.Corporate Coverage:- The report covers the main Subsidiaries, Divisions & Geographic Market areas of Alaska Milk.

Product Coverage:- The report covers the major Product Groups and Product Areas of Alaska Milk.

Market Coverage:- The report covers up to thirty Market Areas, Product and Market Sectors for Alaska Milk.

Geographic:- The report covers Company home markets plus fourteen other important national markets within the trade cell. Also covered are the Regions or States within each country.

Time Series:- The Report covers both Historic and Forecast data. The Historic data covers the previous 3-6 years and the Forecast data is presented in two time series, being: a Medium-Term forecast for the next 7 years and a Long-Range projection for each year to 2028 or 2034.

The Current AnalysisThe Tactical AnalysisThe Strategic AnalysisThe Survey AnalysisVolume 1The CURRENT ANALYSIS is designed to provide the normal type of financial data plus additional financial & operating data.The Products & Markets most critical to the Target Company in the Medium and Long Term.BASIC COMPANY DATA

FINANCIAL DATA: 90 pages of Financial + Accounts Data.

OPERATIONAL DATA: Operating Finances, Margins + Costs.

THE MARKET: The Total Market by Country, by State or Region, by Year 1997-2018.

MARKET CONSUMPTION: 90-100 pages of Market Consumption & Market Trend figures are given by EACH COUNTRY, STATE, REGION by EACH INDUSTRY, PRODUCT Group and/or MARKET Sector by YEAR to 2018. PRODUCT PROFILES: Product Profiles for Each product by country by year to 2018.

Market coverage is designed to encompass not only the existing markets for the Target Company products, but also areas of market expansion, product segmentation, parallel markets, et al. By the same token the data excludes those market areas or sectors which are unavailable to the Target Company for whatever technical or commercial reasons.

PRODUCT MARKETING: Sales & Selling; Distribution + Handling; Advertising; After-Sales; Marketing

MARKETING: Sales & Selling Costs; Distribution + Handling Costs; Advertising Costs; After-Sales Costs; Total Marketing Costs.

CUSTOMERS + SUPPLIERS + INDUSTRY by Regions, Cities & Towns.

PRODUCT INDUSTRIES: New Technology, Production, Process Investments; P&E in Use; P&E Investments.

PRODUCT INDUSTRY FINANCES: Profits/ Total Assets; Profit/ Sales; Sales/ Total Assets; Profit/ Capital Employed; Sales/ Employee; Capital Employed/ Employee; Profit/ Employee; Remuneration/ Employee; Sales/ Payroll; Sales/ Stock; Current Ratio; Credit periods.

INDUSTRY: Technology + Process Investments; P & E in Use + Investments.

Volume 2The TACTICAL ANALYSIS undertakes an appraisal of the Target Company which is used to evaluate and forecast short term tactical issues & factors; plus highly detailed forecasts on the Company's sales, financial, operational & marketing performance during the next 7-14 years.

A DETAILED FORECAST: Turnover, Profitability, Productivity, Market Shares, Awareness + Perceptions, Rating, Sales, Advertising, Products, Competence, Quality, Pricing, Competitors, Performance, Superiority, Service, Customer Base, Costs, Margin, Distribution.

FINANCIAL FORECAST: 90 pages of Financial + Accounts Data.

OPERATIONAL FORECAST: Operating Finances, Margins + Costs.

THE INDUSTRY Figures given by EACH COUNTRY, STATE, REGION by YEAR. Structure: Concentration: Immediate Customer Base Profile: Employment: Cost Structure: Inventory Structure: Capital Expenditure Structure: Industry Finances.

MARKETING FORECASTS: Marketing + Competitive Forecast & Analysis.

SHORT TERM STRATEGY + TACTICS: Product Markets, Product Conclusions, Product & Market Price, Segmentation, Quality, Availability, Performance Variances, Technological & Technical Factors, Service, Product Fragmentation, Distribution, Customer Factors, Psychographics, Market Stretching, Merchandising, Pricing, Selling, Marketing Back-up, Market-places, Customer Base, Distribution, Market Routes, Distribution Logistics, Control Systems, Distribution, Handling Costs, Advertising + Sales Promotion, End User Targets, End User Factors, End User Sectors, Joint Ventures, Short Term Investment.

COMPETITIVE ANALYSIS: The comparison of the Strengths and Weaknesses of the Target Company and its major competitors in the Trade Cell. The forecasted performance of the Target Company is a function of the Company's strengths and weaknesses in relation to that of its Competitors.

TACTICAL ANALYSIS: The tactical analysis is designed to review, analyze and isolate certain critical tactical questions which indicate the short term prospects for the Target Company.

SHORT TERM TACTICAL ISSUES: An analysis of the Company's short term tactical issues and relative performance in the Market-Place.Volume 3The STRATEGIC ANALYSIS is intended to give an extremely far reaching strategic analysis of the Target Company and thereby explore the medium and long term problems and opportunities for the Target Company. This provides a vital input to Corporate Planning and Development.

MEDIUM + LONG TERM STRATEGIC CONSIDERATIONS: Long Term Market & Product Forecast, Consumption Forecast, Long Range Forecast for Products, Product Growth, Factors for Profitability.

MARKET ENVIRONMENT: Growth, Structure, Service, Customers.

THE PRODUCT: Life Cycles, Market Share, Product Quality, Product range, Profitability, Pricing, Service Quality, New Products.

COMPETITION: Market Share, Profitability, Competition, Market.

THE INDUSTRY: Industry Growth, Costs, Capacity, Productivity, Labor, Unionization, Capital Structure, Investment, Margins, Integration, Marketing costs, Process, Distribution, Market Penetration.

MEDIUM + LONG TERM STRATEGIES: Build, Hold or Harvest

MEDIUM + LONG TERM CHECKLIST: Profitability, Productivity, Market Shares, Customers, Sales Promotion, Product Availability, Competence, Products, Quality, Pricing, Competitors, Performance, Service, Customer Base, Costs & Margins, Distribution Channels, Forecast of Financial + Operating Data.

MEDIUM + LONG TERM CHECKLIST is a working plan or document for the critical factors which influence the Target Company in strategic terms. The data is given as a matrix by Subsidiary, Division, Unit or Market sector.

CRITICAL LONG RANGE FORECASTS - Long Term Market & Product Forecast- Overall Market Forecast for the Industry - Long Range Country / Trade Cell Forecasts- Long Term Product Growth

THE LONG-TERM MARKETS The Market section consists of a LONG-TERM MARKET CONSUMPTION forecast giving data for each year from 2018-2028. Market Consumption & Market Trend figures are given:- by each Country/ State / Region by each Product Group and/or MARKET by YEAR 2018-2028

LONG-TERM PRODUCT PROFILES Figures are given by each Country / State or Region by each Product and by Year (2002-2028). Market data for each Product or Market Sector in a matrix for all the countries or states in the Long-Term.

LONG-RANGE PRODUCT SUMMARY Figures are given by EACH Country / State or Region by each Product. The PRODUCT SUMMARY will give a forecast for each Product or Market Sector in the Long-Term.Volume 4The IMAGE + SURVEY ANALYSIS gives a tabular & graphic analysis of the prevalent image of the Target Company in terms of customers, distribution channels & competitors. Overall National Surveys are provided as a point of comparison.IMAGE + CUSTOMER SURVEYS: The Company can greatly benefit from knowing what their customers think and how the company might improve products or services.

PERFORMANCE: Credibility, Customer Confidence, Reputation, Staff Efficiency & Performance, Integrity, Truth + Honesty, Written + Verbal Communications, Customer service - Handling - Complaints - Problems, Comprehension + Awareness of Product, Customer Response + Information, Promotion, Advertising, Documentation, Contracts. Current & Forecast Data.

STATUS, STANDING, COMPETITIVENESS: Operations, Manpower, Costs, Margins, Products, Managers, Corporate, Distribution, Customers, Marketing, Competition, Reputation, Promotion, Competence. Current & Forecast Data.

THE SURVEYS Over 600 vital questions answered in these surveys. Analysis isolates the person behind the purchase decisions (at various levels) and analyses the situation before, during and after the purchase.

END USERS + CONSUMERS: Figures by EACH Country, Company, Division by each CONSUMER Question.BUYERS: Figures for Buyers by EACH Country, Company, Division by each BUYER Question.CONSUMER or BUYER LEVEL: The Buyer Profile is a matrix by YEAR & by AGE Group (7 ranges) by Social Class (6 ranges) by Geographic Location. Current & Forecast Data.DISTRIBUTION CHANNELS: for EACH Country, Company, Division by each DISTRIBUTION Question.

INDUSTRY PERFORMANCE: Analyses of a large number of questions on the specific Performance of the Companies within the Industry.

NATIONAL SURVEYS: National Surveys are given to enable one to compare and evaluate the Company's survey results with the National averages and norms. National Surveys can also be regarded as being the Competitive averages for each National market - thus one can see the relative performance of the Target Company in the market-place. In competitive markets, Image and Customer Surveys on the competitors isolate and identify problem areas for the competitors and thereby identify opportunities for the Target Company. National Surveys cover all the topics mentioned above for the Target Company Image Surveys.

COMPANY SURVEYS The information in this section is based on the results of surveys and similar research amongst the Customers, Branch Networks & Distribution Channels, Buyers and Suppliers of the Target Company. The data is given relative to the Subsidiary, Division, Unit or Market sectors.

TheCURRENT ANALYSISof Alaska Milk is designed to provide the normal type of financial data plus additional financial & operating data which is not normally available from published accounts.

The report provides coverage of all the Major Products & Markets (supplied and serviced by Alaska Milk) which are perceived to be the most important areas for the Company in the Medium and Long Term.

BASIC DATA ON ALASKA MILKOne main benefit is derived from the data given in respect of information gained from the Customers, Distribution Network and Suppliers of Alaska Milk. This research provides much insight into the Company and is invaluable if the reader is seeking to forecast the future of the Company, rather than just analyse the past.VOLUME 1.2ALASKA MILK BASIC DATAKEY PERSONNEL: Chief Executive, Sales Director, Marketing Director, Export Director, Marketing Manager, Export Manager, Technical Director, Technical Manager, Chairman & other Directors.Mainline product / service. Product / services provided. Bankers. Year established. Current employees. Issued capital. Shareholders. Last published turnover. Subsidiaries. Associated companies. Companies represented. Agencies.Physical processing locations. Capital investment. Advertising expenditure. Advertising media. Advertising posture. Sales promotion activity. Method of selling. Distribution. Distribution network. Use of distribution channels.VOLUME 1.3

Data (previous 3 to 5 years) for Alaska Milk.ALASKA MILK HISTORIC FINANCIAL + OPERATIONAL DATA

VOLUME 1.4

There are four basic issues to investigate when considering the market environment for Alaska Milk.

Further Market data is of course available as part of the After-Sales and Hot-Line Service.THE MARKET ENVIRONMENT FOR ALASKA MILK

Market Growth (both short-term & medium term) by each Product & Market Area is fully analysed in Volumes 2 & 3. The historic market data is presented in Volume 1.

The Market Structure for Company products is very critical for profitability. The nature of the market, the location of the Market-Place, the customer base and the supplier structure is fully covered in Volumes 1, 2 and 3.

Market/s Serviced is the term used to denote the function between the product/s and services offered by Alaska Milk and the particular market sector the marketing effort reaches.

BASIS OF MARKET COVERAGE The report provides coverage of all the Major Products and Markets supplied and serviced by Alaska Milk. The reported Alaska Milk markets are those which are perceived to be the most important area for the Company in the Medium and Long Term.

In that this report is conceived as a Tactical and Strategic document it is felt important to concentrate only on those markets which represent the corner-stone of Company customer bases and not become involved in any peripheral activities of Alaska Milk.

VOLUME 1.4.1FOOD - BEVERAGES - TOBACCO MARKET SUMMARY

VOLUME 1.4.2FOOD - BEVERAGES - TOBACCO PRODUCT MARKET DATA

VOLUME 1.4.3FOOD - BEVERAGES - TOBACCO MARKET SECTORS

VOLUME 1.4.4PRODUCT PROFILES

VOLUME 1.5.1FOOD - BEVERAGES - TOBACCO CUSTOMERS

Figures for Products are given:-by EACH COUNTRY / STATE / REGION & CITY.The data is given on a map of each country or state.

THE CUSTOMER BASE:This section provides a guide to the distribution of the End Users in each market. The data given is primarily intended for use when planning sales and distribution coverage and for other promotional activities; to allow the formulation of salesforce and distribution tactics whereby salesmen, distributors, service and distribution depots, after-sales services, et cetera can be most effectively sited to ensure optimum coverage of the customer base.

VOLUME 1.5.2FOOD - BEVERAGES - TOBACCO DISTRIBUTION

Figures for Products are given:- by EACH COUNTRY / STATE / REGION & CITY.The data is given on a map of each country or state.

FOOD - BEVERAGES - TOBACCO PRODUCT DISTRIBUTION:The Surveys of Suppliers and Distribution Channels reveal the geographic distribution channels for products. In markets where the Distribution Channels are radically at variance with the Distribution of the Customer Base, there are obviously logistic problems in the supply and servicing of the customers; and this may represent an opportunity for companies entering that particular national market to provide a superior service and thereby gain market share. It is thus possible to analyse the distribution of the Customer Base (being the Market) and the distribution of the existing suppliers in order to evaluate whether or not customers are receiving adequate service or product distribution.

KEY SERVICE CITIES:Within each of the countries covered there are certain Key Service Cities which are vital to the distribution and servicing of the Product Market or Industry. The maps give these KEY SERVICE CITIES which are ranked according to their relative importance in the base country concerned. Any company in the market or wishing to enter the various national markets should consider the establishment of sales and distribution in relation to these KEY SERVICE CITIES as they reflect the potential regional market logistics for Products.

VOLUME 1.5.3FOOD - BEVERAGES - TOBACCO INDUSTRY EMPLOYMENT

Figures for Products are given:- by EACH COUNTRY / STATE / REGION & CITY.The data is given on a map of each country or state.

PRODUCT INDUSTRY & EMPLOYMENT:The maps in this section give the percentages of total employees involved in the Product Industry in each of the regions or districts of the countries covered. The data given covers manufacturing, production, marketing & distribution channel employees.

VOLUME 1.6.1FOOD - BEVERAGES - TOBACCO INDUSTRY FINANCIAL PERFORMANCE

VOLUME 1.6.2FOOD - BEVERAGES - TOBACCO INDUSTRY PROCESSESCOMPANY CORPORATE END USERS SURVEY:Current purchasing criteria ~ Reaction to POS & merchandising ~ Satisfaction with product quality ~ Satisfaction with product design ~ Satisfaction with product availability ~ Satisfaction with existing products & services ~ Satisfaction with existing retail levels~ Satisfaction with retail product levels ~ Satisfaction with existing methods of supply ~ Satisfaction with product packaging ~ Satisfaction with product packaging design ~ Reaction to advertising & sales promotion ~ Product awareness ~ The quality -v- price question ~ The availability -v- price question ~ Price sensitivity ~ Future trends in purchasing criteria.

CORPORATE SERVICE NETWORKS + DISTRIBUTION SURVEYS:End User: current purchasing criteria ~ End User: product reject/return rate after purchase ~ End User: satisfaction with existing products ~ End User: satisfaction with existing methods of supply & distribution ~ End User: satisfaction with company's product levels ~ End User: satisfaction with availability of product ~ End User: satisfaction with quality & specifications ~ End User: satisfaction with deliveries / frequency & up-take ~ End User: satisfaction with ordering procedures ~ End User: satisfaction with terms of trading ~ End User: satisfaction with after-sales services received from company ~ End User: satisfaction with availability of advertising support & POS / promotional materials ~ End User: satisfaction with technical & other assistance received ~ End User: satisfaction with technical documentation / instructions ~ Commercial: current purchasing criteria ~ Commercial: purchasing criteria - future trends ~ Commercial: the availability -v- price question ~ Commercial: the quality -v- price question ~ Commercial: satisfaction with quality of product received ~ Commercial: satisfaction with availability of product ~ Commercial: satisfaction with company product levels ~ Commercial: satisfaction with company ability to fulfill orders on time ~ Commercial: satisfaction with company delivery frequency & up-take ~ Commercial: satisfaction with company ordering procedures & formalities ~ Commercial: satisfaction with company terms of trading ~ Commercial: satisfaction with company credit & other financial details ~ Commercial: satisfaction with existing products & product ranges ~ Commercial: satisfaction with existing methods of supply & distribution ~ Commercial: satisfaction with quality & specifications of products ~ Commercial: satisfaction with after-sales services received from company ~ Commercial: satisfaction with availability of advertising support & POS / promotional materials ~ Commercial: satisfaction with technical & other assistance received ~ Commercial: satisfaction with documentation / instructions ~ End User: product reject / spoilage rate whilst held ~ End User: product reject / returns rate ~ End User: reactions to advertising & sales promotion ~ End User: the quality -v- price question ~ End User: the availability -v- price question ~ End User: purchasing criteria - future trends.CORPORATE COMMERCIAL USERS SURVEYS:End User: person/s initiating decision to re-order ~ End User: person/s negotiating terms with the company ~ End User: person/s approving / authorizing order/s ~ End User: person/s monitoring results of purchases & sales ~ Commercial: person/s initiating decision to re-order ~ Commercial: person/s initiating decision to increase amounts purchased / total inventory ~ Commercial: person/s initiating decision to introduce new products or brands ~ Commercial: person/s deciding what products / brands are to be sold ~ Commercial: person/s preparing orders / specifications for purchases ~ Commercial: person/s evaluating products & brands available ~ Commercial: person/s seeking quotations ~ Commercial: person/s negotiating terms with the company ~ Commercial: person/s approving / authorizing order/s ~ Commercial: person/s monitoring results of purchases & sales ~ End User: person/s seeking quotations ~ End User: person/s evaluating products & brands available ~ End User: person/s preparing orders / specifications for purchases ~ End User: person/s deciding what products / brands are to be sold ~ End User: person/s initiating decision to introduce new products or brands ~ End User: person/s initiating decision to increase amounts purchased / total inventory.CORPORATE PERFORMANCE SURVEYS:Relative Credibility: Company Level ~ Relative Credibility: Outlet Level ~ Relative Credibility: Company Managers ~ Relative Credibility: Company Staff ~ Relative Credibility: Specialist Company Staff ~ Relative Credibility: Company Contracts & Documentation ~ Relative Credibility: Company Advertising ~ Relative Customer Confidence at Company Level ~ Relative Customer Confidence at Outlet Level ~ Relative Customer Confidence in Company Managers ~ Relative Customer Confidence in Company Staff ~ Relative Customer Confidence in Specialist Company Staff ~ Relative Customer Confidence in Company Contracts & Documentation ~ Relative Customer Confidence in Company Advertising ~ Relative Reputation at Company Level ~ Relative Reputation at Outlet Level ~ Relative Reputation of Company Managers ~ Relative Reputation of Company Staff ~ Relative Reputation of Specialist Company Staff ~ Relative Staff Efficiency: Company Level ~ Relative Staff Efficiency: Outlet Level ~ Relative Staff Efficiency: Company Managers ~ Relative Staff Efficiency: Company Staff ~ Relative Staff Efficiency: Specialist Company Staff ~ Relative Staff Efficiency: Contracts & Documentation ~ Relative Staff Efficiency: Problem Solving ~ Relative Staff Performance: Company Level ~ Relative Staff Performance: Outlet Level ~ Relative Staff Performance: Company Managers ~ Relative Staff Performance: Company Staff ~ Relative Staff Performance: Specialist Company Staff ~ Relative Staff Performance: Contracts & Documentation ~ Relative Staff Performance: Overall Customer Handling ~ Relative Staff Integrity: Company Level ~ Relative Staff Integrity: Outlet Level ~ Relative Staff Integrity: Company Managers ~ Relative Staff Integrity: Company Staff ~ Relative Staff Integrity: Specialist Company Staff ~ Relative Staff Integrity: Contracts & Documentation ~ Relative Staff Integrity: Advertising & Promotions ~ Relative Truth & Honesty: Company Level ~ Relative Truth & Honesty: Outlet Level ~ Relative Truth & Honesty: Company Managers ~ Relative Truth & Honesty: Company Staff ~ Relative Truth & Honesty: Specialist Company Staff ~ Relative Truth & Honesty: Contracts & Documentation ~ Relative Truth & Honesty: Advertising & Promotions ~ Relative Written Communications: Company Level ~ Relative Written Communications: Outlet Level ~ Relative Written Communications: Company Managers ~ Relative Written Communications: Company Staff ~ Relative Written Communications: Specialist Company Staff ~ Relative Written Communications: Contractual ~ Relative Written Communications: Correspondence ~ Relative Verbal Contact: Company Level ~ Relative Verbal Contact: Outlet Level ~ Relative Verbal Contact: Company Managers ~ Relative Verbal Contact: Company Staff ~ Relative Verbal Contact: Specialist Company Staff ~ Relative Customer Handling: Company Level ~ Relative Customer Handling: Outlet Level ~ Relative Customer Handling: Company Managers ~ Relative Customer Handling: Company Staff ~ Relative Customer Handling: Specialist Company Staff ~ Relative Customer Complaint Handling: Company Level ~ Relative Customer Complaint Handling: Outlet Level ~ Relative Customer Complaint Handling: Company Managers ~ Relative Customer Complaint Handling: Company Staff ~ Customer Complaint Handling: Specialist Company Staff ~ Relative Customer Problem Solving: Company Level ~ Customer Problem Solving: Outlet Level ~ Customer Problem Solving: Company Managers ~ Customer Problem Solving: Company Staff ~ Customer Problem Solving: Specialist Company Staff ~ Relative Customer Comprehension of Product: Company Level ~ Customer Comprehension of Product: Outlet Level ~ Relative Staff Comprehension of Product: Company Managers ~ Staff Comprehension of Product: Company Staff ~ Staff Comprehension of Product: Specialist Company Staff ~ Relative Customer Awareness of Product: Company Level ~ Customer Awareness of Product: Outlet Level ~ Relative Staff Awareness of Product: Company Managers ~ Staff Awareness of Product: Company Staff ~ Staff Awareness of Product: Specialist Company Staff ~ Relative Customer Confidence in Product: Company Level ~ Customer Confidence in Product: Outlet Level ~ Relative Staff Confidence in Product: Company Managers ~ Staff Confidence in Product: Company Staff ~ Staff Confidence in Product: Specialist Company Staff ~ Relative Customer Service: Company Level ~ Customer Service: Outlet Level ~ Customer Service: Company Managers ~ Customer Service: Company Staff ~ Customer Service: Specialist Company Staff ~ Customer Service: Contracts & Documentation ~ Relative Initial Customer Response: Company Level ~ Initial Customer Response: Outlet Level ~ Initial Customer Response: Company Managers ~ Initial Customer Response: Company Staff ~ Initial Customer Response: Specialist Company Staff ~ Relative Information for Customers: Company Level ~ Information for Customers: Outlet Level ~ Information for Customers: Company Managers ~ Information for Customers: Company Staff ~ Information for Customers: Specialist Company Staff ~ Relative Promotional Activity: Company Level ~ Promotional Activity: Outlet Level ~ Relative Advertising Posture: Company Level ~ Advertising Posture: Outlet Level ~ Relative Contract Documentation: Company Level ~ Relative Contract Documentation: Outlet.MANILA, Philippines - Alaska, a legacy milk brand many Filipinos grew up with, will likely be under the control of a foreign firm by May 2012.

Dutch dairy giant Royal FrieslandCampina plans to increase its stake to 68.9% and become the single biggest shareholder in local milk manufacturer Alaska Milk Corp. by buying the controlling shares of the local dairy's founding family, the Uytengsus.

The deal is valued at around P12.9 billion, making it one of the largest merger and acquisition (M&A) transaction involving a Filipino company.This will allow the Netherlands-based company to increase its presence in Asia, following a history of growing through mergers and takeovers. The predecessor entity to FrieslandCampina has been a long-time foreign partner of the Uytengsus.

Buying the Uytengsus' 535.7 million shares will increase the Dutch dairy's share in Alaska Milk Corp. from its current 8.1%, according to astatementreleased to the Philippine Stock Exchange (PSE) on Friday, March 9.FrieslandCampina will pay P24 per share, a 50% premium against the closing price of P16 on March 8. The transaction is expected to close around May 2012, subject to customary closing conditions.In compliance with regulatory requirements, FrieslandCampina will offer to smaller investors that own the remaining publicly traded shares the same P24-per-share deal price it agreed with the Uytengsus. (Buyers of a 35% stake or more in a listed are mandated to make a tender offer to minority shareholders.)Wilfred Steven Uytengsu Jr., 49, would be retained as Alaska's president and chief executive officer, as well as retain his seat in the company board, according to the disclosure.Uytengsu is the son of the company founder who died in April 2010 at 82. Uytengsu became CEO in 2007 when his father stepped down. Forbes magazine ranked him as the33rd richest person in the Philippinesin 2011. Forbes estimated that his wealth--shared with 2 siblings--reached around $150 million.

DETERMINED TO COMPETE IN 2010. As recent as 2010, CEO Wilfred Steven Uytengsu Jr. was determined to compete but admitted rising product prices were posing a challenge. Photo courtesy of Alaska Milk Corporation's 2010 Annual Report.A Filipino staple faces a challengeAlaska has over 1,000 employees and a manufacturing facility in San Pedro, Laguna.For almost 4 decades, Alaska endeared itself to Filipino consumers and spread its tagline, "Sa sustansya at lasa, wala pa ring tatalo sa Alaska(in nutrition and taste, nothing beats Alaska)."Even megastar Sharon Cuneta represented the brand nearly a decade ago.The well-known milk company saw earning fall 39% last year, from P1.816 billion in 2010 to P1.104 billion in 2011.But net sales grew 13% between 2010 and 2011, showing that the brand remained popular with customers.The increase in sales volume and market share narrowed the revenue shortfall, but the company said in itsdisclosureto the stock exchange that higher raw material costs posed a challenge.Prices of materials had plagued the company. Uytengsu wrote in the company's 2010 annual report, "Prices of skimmed milk powder, a key ingredient in most of our products, have risen sharply... Furthermore, local costs of sugar and coconut oil have likewise increased drastically, adding pressure to profit margins. It is unlikely that this trend in commodity prices will reverse in the short-term."Pehaps these pressures contributed to the Uytengsus decision to sell their stake to the foreign dairy titan.A meeting of giantsWith annual revenues of over P12 billion, Alaska Milk is one of the 2 biggest players in the Philippine dairy industry and the largest listed milk company in the country.On the other hand, its upcoming major shareholder, FrieslandCampina, is the leading dairy company in the Netherlands. This Philippine acquisition will add roughly 100 million consumers to the Dutch firm's existing consumer base.The Dutch dairy is active in Thailand, Indonesia, Malaysia, China, Vietnam, India and Singapore so this recent Philippine deal could serve as a further launchpad for growth in Asia."Adding Alaska Milk gives us a strong, high-growth platform in the Philippines...It also confirms our international aspirations and determination in entering markets similar to various other Asian countries where FrieslandCampina's capabilities can create value," said Royal FrieslandCampina CEO Cees 't Hart in a statement to the local stock exchange. -Rappler.comMANILA, Philippines - Two more listed firms announced their delisting as the requirement of the exchange on minimum traded shares effective January 2013 nears.Transportation firm 2Go Group announced the delisting of its preferred shares effecive December 7, while canned milk producer Alaska Milk Corp. ended the trading of its shares at the Philippine Stock Exchange (PSE) effective Monday, October 29.Alaska's shares will be delisted from the official registry of the exchange effective November 5."In its regular meeting held on October 24, the Board of Directors of the Exchange granted the Petition for Voluntary Delisting filed by Alaska Milk Corp," PSE president Hans Sicat said in an October 29 statement.Alaska's 976,069,878 shares, which were traded under the symbol AMC since it listed January 17, 1995, accounted for only 2.28% of total shares, far below the 10% minimum the stock exchange has set as part of its reform programs.In March, Dutch dairy giant Royal FrieslandCampina and the local dairy's founding family, the Uytengsus, announced the they haveentered into a dealmaking the foreign firm the single biggest shareholder in Alaska.AMC was last traded at P17.20 apiece, giving it a market capitalization of P15.23 billion.Also on October 29, Aboitiz-led 2Go Group Inc. announced that it sought voluntary delisting of its preferred shares by December 7.The integrated transport solutions provider was formerly the popular William, Gothong & Aboitiz, Inc. (WG&A) passenger and cargo shipping line, which was the main cash cow of the Aboitiz family for decades.Following a series of accidents killing scores of passengers, internal conflict that led to corporate restructuring and renaming to Aboitiz Transport System Corp (ATSC), skyrocketing fuel prices, and the rise of alternative and more convenient travel via budget airlines, the Aboitizes sold their shareholdings in ATSC to engross Navigation (NENACO) in a deal that was completed in 2010.Now called 2Go, its 2,484,652,900 listed common shares, trading under symbol 2GO since it listed on May 15, 1995, accounted for only 1.85% of total shares.The common shares last traded at P2.15 apiece, reflecting a market price of P5.259 billion.Its 4,560,417 preferred shares are trading under the symbol 2GOP since it listed in January 7, 2003. These were last traded at P2.12.2Go said in the statement to the exchange that it will buy back the remaining redeemable preferred shares at P6 apiece on December 7 based on shareholdings of eligible owners as on November 20.Trading is suspended from November 15 to December 5.The PSE is requiring all listed firms to abide by its rules that, to have access to the capital market, the firms must have at least 10% of its total shares held by the public.All listed firms not complying with the rules by January 2013 face sanctions.- Rappler.com|Alaska Milk Corporationreturn to overview

Alaska Milk Corporation (AMC) is one of the largest dairy companies in the Philippines and listed on the Philippine Stock Exchange. With annual revenues of over EUR 200 million, AMC is the leading player in the Philippine milk industry. For over thirty years it has displayed strong growth, consistent brand leadership in the canned liquid milk category and a strong and growing position in powdered milk. It has also recently expanded into higher value-added milk products, particularly in the Ready-to-Drink milk category.Consumer Products InternationalAMC is part of FrieslandCampinasConsumer Products Internationalbusiness group, which also produces and sells dairy products in the Middle East and Africa (particularly in Nigeria and surrounding countries).

Key attributes of Alaska Milk Corporation:AMCs brands rank first and second among food and beverage companies operating in the Philippines, with approximately EUR 200 million in revenues.In the Philippines, FrieslandCampina will employ approximately 1,000 people and has one manufacturing facility (San Pedro, Laguna), making the organisation the leading milk company in the country.AMC delivered autonomous growth of 9%, between 1999-2010.AMC posted average double digit EBIT margins since 2001.AMC will offer FrieslandCampina the opportunity to valorise member milk in certain product categories.

Key attributes of the Philippine market:About 100 million consumers.The country has about 54 ethnic groups with nearly 100 languages.Population is 82% Roman Catholic, 9% Protestant, 5% Muslim and 3% Buddhist.Young population: average age is about 23 years.Population growth is high at over 2%.Domestic dairy production is low at circa 1% of domestic consumption.About Alaska Milk Corp.Alaska Milk Corporation engages in the manufacture, distribution, and sale of liquid, powdered, and ultra-heat treated milk products in the Philippines. The companys products include evaporated filled milk and sweetened condensed filled milk, evaporated and condensed creamer, powdered milk, ready-to-drink milk, and all-purpose cream. It offers its products under the brand names of Alaska, Alpine, Liberty, and Krem-Top. Alaska Milk Corporation sells its products primarily to supermarkets, wholesalers, convenience stores, and regional distributors. The company was founded in 1972 and is based in Makati City, the Philippines.EXECUTIVE SUMMARYTRENDSDrinking milk products recorded a 5% increase in value sales in 2014. However, being a mature category, the prospects of registering significantly faster growth diminishes. Nevertheless, the category continues to record improvements as consumers are increasingly becoming proactive in maintaining their health. Furthermore, ready-to-drink variants offer convenience that sits well with consumers busy lifestyles. With cows milk becoming a commodity, companies are able to create more value to drive continued purchases mainly through new flavours and fortification.COMPETITIVE LANDSCAPENestl maintained its lead in 2014 holding a 57% value share. Nestls significant category share is attributable to its wide brand portfolio. In 2014, the Bear Brand remained the leading brand followed by Milo, and Nido, with others, such as Chuckie and Nestl, trailing behind. These key brands of Nestl enjoy strong recognition achieved through marketing activities and extensive distribution.PROSPECTSDrinking milk products is expected to record a CAGR of 3% in value sales at constant 2014 prices over the forecast period marginally outpacing its performance over the review period. The category is predicted to continuously benefit from the health and wellness trend which companies are likely to continue to use to stimulate purchases. With the growing perception that fitness does not only involve being physically active but also includes proper nutritional intake, drinking milk products are expected to be increasingly included in the diet of consumers in their pursuit of a healthier lifestyle.Public float level ruleLast month, the PSE reminded publicly traded companies to comply with the 10%minimum public ownership requirementor face possible delisting by the start of 2013.Alaska Milk is one of27 companiesin danger of being removed from the PSE because its public float level stood at only 2.28% as of June 2012.The public ownership rule requires publicly traded companies tohave at least 10% of its outstanding stock to be owned by the general public and to be freely traded in the market.Voluntary delistingInstead of issuing more shares to the public, Alaska Milk Corp. announced it will voluntarily delist from the PSE starting November 5, 2012. Stockholders are thus invited to sell back their shares prior to the trading termination.Sponsored LinksAlaska Milk majority shareholderFrieslandCampina Investments Holdings Company Philippines Inc.(FC) is paying minority shareholdersP24.00apiece, or P23.87 net of charges.The company said more than14.94 million shares, or 1.6% of totaloutstandingstock, remains in the hands of the public. Minority shareholders interested to sell back their shares only have until October 2 to avail of the tender offer.Alaska Milk earned P363 million net income during the first quarter of 2012, up 44% from P252 million. Net income in 2011 reached P1.1 billion, down 39% from P1.8 billion in 2010.A) The Alaska Value LineDuring the series of price increases in the mid-2000, our Alaska evaporated/sweetened condensed milk line was under siege. It was losing market share, declining in volume offtake and household penetration. This was our heritage brand. Moreover, researchers were declaring the Evaporated and Sweetened Condensed markets as sunset markets that would soon disappear. In short, the brand had lost its original relevance among consumers. The category had reached its pricing threshold and no amount of advertising and promotions could turn around the declines in the category.Hence, I thought of launching a counterpart Alaska Evaporada and Alaska Condensada, with the concept of using milk as a way of improving the lives of Filipino families. We priced this at 20 percent less than the heritage/classic line in order to capture those who had tuned out of the category over the past years. The target were housewives who wanted to help augment their familys income so that they could have a better life. We called them mompreneurs, the negosyantes who would open small businesses. The center of the business was Filipino food preps, with halo-halo as the showcase.Within one year, Alaska was able to reverse the declining trend of both Evaporated and Sweetened Condensed Milk markets. Furthermore, our market shares took quantum leaps each year. Today, Alaska Evaporada is a P2.5-billion business.The first campaign was a road trip around the Philippines showing how different halo-halo was in each province. Today, we have moved out of halo-halo but expanded to sa malamig and other Pinoy refreshing beverages and snacking.The campaign has consistently won creative and effectiveness awards. It has also opened a new market for Alaska Milkthe underground economy, helping bring the lives of the lower income D class to better levels through the spirit of entrepreneurship. Today, Alaska owns 85 percent of the evap market and 65 percent of the condensed milk market and the market remains stable. Household penetration is now at 59 percent, up from 32 percent years earlier.This campaign proved that advertising workshalo-halo, sa malamig, kakanin, etc., were in oblivion and were considered rural food preps. We elevated the Filipino snacks and beverages into the consciousness of the people. This campaign was beyond business. It was also an advocacy.B) The Alaska Powdered Milk Drink (APMD) was a far second to Bear Brand. Its share was only about 10 percent. We put together a major plan to relaunch APMD, touching the 6Ps. On communications, we stumbled on a very unique story, The Growth Gap years. The Growth Gap years was a period in a childs development when his growth slows down after a huge spurt. It was supported by scientific studies. In about two years, Alaska reached a 20 percent share of the market. Moreover, growth gap and the iconic paper dolls became highly memorable elements in the campaign and this was proven via research.C) The Bar Mixed Drinks was launched in February 1986, right on the week of the Edsa Revolution. I thought it was the end of my career (which had only started then). The Bar had limited budget and being a raw, start up marketing practitioner, I just had to create new ways of promoting the brand. This was when I learned the strength of activation programs. The 360 marketing plan of The Bar was simple: Sampling in all shows/concerts, a unique distribution program based on community dealers plus a compelling, single-minded advertising (TV, radio). The Bar became such a big hit.It was the newest fad in town targeting a young market that was looking for an alternative to beer. It earned millions. The brand has since been sold to international distillers and has been relaunched. However, it has never reached the same heights as when I launched it in 1986, straight out of grad school with no real experience in brand management.Q: How did your early years in marketing influence you?A: My marketing career actually started in URChands on, roll up sleeves, patience, know everything, etc. In short, do everything you can to learn all aspects of marketing. Have an entrepreneurial spirit! Enjoy your job.Do not go analysis-paralysis like some multinational companies. Analysis-paralysis wastes the market opportunities that are within grasp.

Ma. Belen Fernando, Alaska VP for MarketingHandling The Bar Mixed Drinks taught me to be creative, open to new things and ideas, and unafraid to try out something new.In all my earlier years, two of my biggest learnings are:(1) Integrity. One must keep to this no matter how difficult. It is the foundation of all values in ones career.(2) Relationships. Build, develop and keep them. Learn how to look back at those who helped you during your struggling and start-up years. When the time comes, you can always count on them to help you.(3) Excellence. Big or small, do it with excellence and passion. Raise the bar of excellence for yourself each time.Q: What are your hard-to-forget marketing failures? What did you learn from them?A: I can name two major failed launches.A) Alaska Hi-Calcium Powdered Milk to compete with Anlene (during the height of the osteoporosis news). We were convinced by our New Zealand milk powder suppliers that colostrum was the next big thing in the market. Unfortunately, no one believed that colostrum, which came from mothers milk, would be found in a high calcium powdered milk. There was just too many ideas in one communications platform. Likewise, when we researched the high calcium powdered milk market, it was growing double digits. However, we launched after almost two years but we did not check the market again via consumer research because we were confident. By that time, the market was on a decline but we did not pick it up fast enough.B) Alaska Fortified Growing Up Milk, the predecessor of Growing Up Milk.Alaska Milk was the first to launch this in the Philippines. Unfortunately, it was too early. We did not take into account several points:(1) The confusion of the new product versus our mainstream regular powdered milk.(2) Our distributors were not capable of handling new products in new categories.(3) Management was not patient in building the category.(4) We did not wait for the product test results of nine months prior to the launch.I learned the hard way from these two failed launches.1) We should always do our homework. Check and review your environment at every step of the way. There could have been new changes or new influences that were not there when you first started the project.2) Roll up your sleeves and be willing to do the hard work. It pays.3) Be patient. Some categories are slow-burn. You cannot build a sustainable business overnight.4) The brand must be profitable, not just popular or a market leader. If it is not sustainable, then there is no sense keeping into the business.5) Research is vital to any marketer. However, one must not use it as a crutch. We must also listen to our gut feel and business sense.6) Develop the ability to feel the market or use gut feel. Imagine the plan in your head as it unfolds step by step. If you cannot imagine the plan, then there is something missing.