Milk-shake Sales To Asia?

Press, Volume CVIII, Issue 31657, 18 April 1968, Page 10

Milk-shake Sales To Asia?

New Zealand should promote a campaign to sell New Zealand milk-shakes in SouthEast Asia, said the managing director of Skope Enterprises (Mr R. J. Stewart) yesterday. Recently returned from a marketing tour to Japan, Hong Kong, Bangkok, Singapore and Malaya, Mr Stewart said that only New Zealanders and the Australians knew how to make good milkshakes. Mr Stewart said that in several Asian countries he wanted a cool, pleasant drink in the heat of the day. Not wanting to drink alcohol, which might not. have been conducive to hard work, he sampled the local brands of milk-shakes. They were so inferior to the New Zealand product, they could hardly be called milk-shakes at all, Mr Stewart said.

Some of the Asian milkshakes were not whipped, said Mr Stewart. Others were

tossed about in cocktail shakers with a lump of ice. In Hong Kong, the so-called milkshakes were made so sweet with a sickening, syrupy mixture that it was almost impossible to drink them. Mr Stewart said he saw an opening in South-East Asia for promoting the sales of New Zealand reconstituted milk, as well as New Zealand essences, by introducing high quality milk-shakes. He said that if the New

Zealand: Dairy Board educated Asians to . drink milk in schools, the promoting of milkshakes for teen-agers would be a natural follow-up. Another marketing opening from milk-shake promotion in Asia could be for milk-shake machines and New Zealand

essence firms might make an essence suitable for reconstituted milk. A lesson could be learnt from the Americans who were the biggest suppliers of tallow to Japan. They were conducting a campaign for the Japanese to use more soap by extolling attributes of soap such as “cleanliness, loveliness, hygiene, glamour and all the rest.”

The more soap the Japanese used the more American tallow they would buy, said Mr Stewart. “It’s the same with milk-shakes in South-East Asia. The more Asian teenagers who drink milk-shakes, the more reconstituted milk New Zealand will sell.”

500-mlle Race. —Paxton Products, of Santa Monica, and Lotus Cars. Britain, plan to run six of their turbocars in this year’s Indianapolis 500-mile race on May 30. X9W Titles.—The 1969 world and European weight-lifting championships will be held in Warsaw from September 22 28. The championships will probably be the first to be confined to the snatch and jerk.