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MARKETRainbow is one of the widely popular brands of FrieslandCampina Middle East, the regional subsidiary of the world’s largest dairy cooperative Royal FrieslandCampina. FrieslandCampina is a key player in the Middle East and their products across the Middle East and Africa are tailored to local traditions. Over the years, Rainbow has become a household name in the region, serving generations of food and beverage businesses and consumers daily with its range of dairy products. The Rainbow brand in the Middle East, today, represents high-quality products used for tea and coffee whitening, drinking, cooking and sweetening desserts.

This year, Rainbow celebrates 60 years of business in the Middle East. Rainbow Evaporated Milk was one of the first multinational brands to be introduced into the region, in 1955. Rainbow provided the Middle East market with a new choice of packaged dairy products that were convenient, long lasting, tasty and nutritious. Rainbow Evaporated milk products have been sold

in the tin packaging format for easy storage and transportation over long distances.Rainbow’s biggest markets in the Middle East region include Saudi Arabia, UAE, Oman, Qatar, Kuwait and Bahrain.

Royal FrieslandCampina reaches millions of people in more than 100 countries around the world with their dairy products. They are fascinated by the importance and benefits of milk and are ready to facilitate their customers to get the most out of it. They have more than 130 years of progressive experience in sustainable dairy production. As a co-operative, they solidly believe in team spirit and are in sync with the win-

win formula for ongoing business success. Their 17,000 member farmers and 22,000 employees worldwide are dedicated and committed to apply their expertise at every step of the dairy chain. They always strive to achieve higher levels of excellence, displaying consistent levels of innovation and leadership in all that they do. Royal FrieslandCampina serve their customers well to provide good financial returns for their stakeholders. At the same time they maintain a balance among nature, people and their business.

ACHIEVEMENTSRainbow Milk has been popular for many years due to its convenience, offering a real health bonus and great refreshing taste. Milk provides a whole range of nutrients that are essential to the growth and development of our bodies without the artificial preservatives or colourings. Consuming products from

the Rainbow Milk range can provide a significant proportion of daily nutrient requirements for all age groups. In addition to its contribution to nutrient intake, increased milk consumption has

shown to be effective in reducing the risk of numerous health problems.Over the years Rainbow has been the recipient of many awards and accolades but for Rainbow the most important accolade is that its consumers buy it time and time again.

HISTORYThe name FrieslandCampina reflects the rich history of dairy farming in the Netherlands. Friesland is a region in the north of the Netherlands known for its

green meadows, blue skies, many lakes and splendid Frisian dairy herds.

Campina is a wooded region of grasslands and

meadows in the south of the Netherlands.Royal FrieslandCampina, the Netherlands-based

dairy cooperative, is the result of several mergers and takeovers of dairy cooperatives and factories since the 1870s, most recently the merger of two Dutch dairy companies Friesland Foods and Campina.

In 1955, Rainbow started as one of the first multi-national brands introduced to the Arab region. Rainbow provided people with a new choice of packaged dairy products that were

convenient, long-lasting, tasty and nutritious. Their milk product was sold in a tin that was easy to store and practical to transport over long distances, today we know this product as evaporated milk. Rainbow has always associated itself with the UAE’s journey of progress and the country’s greatest moments of national pride by creating opportunities for “Rainbow moments” every day to lighten and share such moments of joy and pride.

PRODUCT The Rainbow brand, tailored for the Middle East market, stands for health and taste for the young and old, encompassing a range of long-life dairy products, including ready-to-drink milk, instant milk powder, sweetened condensed milk, and cream.

But the most famous product is, of course, the Rainbow Evaporated Milk, which over the last 60 years, has diversified to match today lifestyle needs of the Middle East region’s consumers. Examples are the Cardamom variant, and two variants for those seeking specific health benefits – Light and Low Cholesterol. Rainbow Evaporated Milk, is made from pure cow’s milk, has no preservatives and is sourced directly from FrieslandCampina’s member farms across Western Europe.

Rainbow has won the hearts of dairy lovers in the Middle East for the past 60 years. Rainbow has been a part of every morning, every evening, every family picnic, every drive, every kitchen cupboard, every breakfast table, every comforting moment, every friend’s visit, every celebration and every season since 1955. This is why the local people have given Rainbow its Arab name: Abu Qus.

While some of the products are still being produced at the FrieslandCampina Foods plant

in The Netherlands, others are being produced in their plant in Jeddah, Saudi Arabia. This plant is responsible for the production of Rainbow Milk, which is exported across the Arab region. The plant in Jeddah started its operation in 1975 as Jamjoom Foremost Dairy Ltd, producing long life milk, flavoured milk, yoghurt and fresh cream.

RECENT DEVELOPMENTSIn 2014, FrieslandCampina decided to replace the Rainbow Can with a new Consumer friendly pack “NECKED IN” can, which is a stackable can easy and has a more contemporary look and feel.

PROMOTIONPride CampaignRainbow launched its “Proud to Be Part of Your Life Since 1955” campaign on the UAE’s 43rd anniversary celebrations in 2014. The campaign drew inspiration from the brand’s proud association with the country since 1955. The major highlights of the campaign were the introduction of two innovative activations in the UAE – The “Oculus” 360° Virtual Reality and a Twitter Gift Vending Machine.

Things you didn’t know aboutRainbow

l This year, Rainbow celebrates 60 years of business in the Middle East.l In 1955, Rainbow started as one of the first multi-national brands introduced to the Arab region.l Rainbow’s biggest markets in the Middle East region include Saudi Arabia, UAE, Oman, Qatar, Kuwait and Bahrain.

Using the latest Oculus DK2 headset - a 360-degree virtual reality experience, users were taken through a memorable and unique journey of the country’s past and present! Another engaging activity that Rainbow introduced was the Tweet Activated Gift Vending Machine, in which users had to stand in front of the vending machine and send a simple tweet to @RainbowMilkUAE with #PrideOfUAE to instantly win a gift from the machine.

The activations were organised at malls in the UAE. The Oculus Experience was also available at Rainbow’s pop up bus road show that was organised across popular leisure destinations in the UAE such as the Global Village, Mamzar Park and Sharjah Corniche, till December 8th 2014. The campaign also saw a gigantic outdoor Rainbow sign wishing National Day installed on Sheikh Zayed Road in Dubai, along with vehicle wrap signage on Land Rover Defender models.

BRAND VALUESRainbow are passionate about providing their customers consistently with the very best quality product that can be achieved. This passion has ensured that Rainbow has been at the very top of its game for over 60 years and is set to continue in the same way for many more years.

www.rainbowmilk.com