KUALA LUMPUR, September 1, 2016: After the success of its Original and Mango variant cultured milk drinks, Calpis has rolled out another brand new variant – Grape – to help Malaysians beat the heat.

Calpis Grape is more than a treat for the taste buds. Available at all major retailers in 350ml as well as 1 litre bottles, Calpis Grape offers thirsty consumers more fat-free, zero-preservative drinking pleasure.

“Since it first hit the shelves in December 2015, Calpis has carved out a place in the Malaysian beverage landscape and consumers love its aroma, smooth texture and refreshing taste. Calpis Grape offers all of those characteristics in an exciting new flavour that will thrill people’s palates,” said Hemalatha Ragavan, Etika Sdn Bhd (formerly known as Permanis Sandilands Sdn Bhd) Vice President of Marketing and Business Development.

The timing is perfect as the Cultured Milk and Yogurt Drink category has stepped into the spotlight due to its tasty and healthier propositions. As consumers are now more health conscious compared to before, the need of health worthy consumption has become an important part of our daily routine. Calpis has ridden this wave, with the brand now ranked #3 in the cultured milk segment.

“In Malaysia, Grape is the biggest flavour in Cultured Milk and Yogurt Drink segment. Given the success of other Calpis variants, I am certain that the new Calpis Grape will prove to be a popular, tasty choice for Malaysia’s legion of thirsty consumers,” said Hemalatha.

As well as an advertising blitz, the launch programme includes in-store trials where consumers can get a taste of the new variant. It also leverages Calpis ambassadors Yuna (International Singer/Songwriter), Harith Iskander (Artiste/Stand-up Comedian), Safiq Rahim (Football Player) and Wan Wai Fun (Radio Presenter/Artiste) will continue to promote Calpis Grape with their fans and spread the joy, true to the brand’s promise. As the face of Calpis, the ambassadors role initiates by spreading positive vibes amongst consumers and introduce the brand’s cheerful message of bringing out the goodness within.

In addition to the above, Calpis will be spreading the joy and happiness to a greater number of Calpis lovers. “We want everyone to savour the new Grape variant as it is a truly refreshing addition to the Calpis family. This is why we will also be stepping up efforts and creating more exciting programs that will give Calpis fans more opportunities to try the new grapey goodness,” says Hemalatha. The tart flavour in grapes will give our palettes a new delightful experience.

For more information on Calpis and the campaigns, visit www.etikaholdings.com.