Case Study: Frisian Flag in Indonesia

Frisian Flag: The undisputed number one dairy player in Indonesia

For years the company has been successful at maintaining its number one position, thanks to strong footprints in the two largest dairy categories in Indonesia: drinking milk products and other dairy(specifically, condensed milk).

The ups and downs of Frisian Flag

Frisian Flag’s strong footprint in condensed milk also translated into an over reliance on the category, As a result, when condensed milk sales slowed down in 2014, Frisian Flag’s growth lagged far behind its competitors.

Easy-open can: Tapping into growing appetite for convenience

In October 2015 Frisian Flag introduced easy-open cans for its condensed milk, with the slogan “Klik, Tarik, Tuang” (“Click,Pull, Pour”), to tap into the growing demand for convenience. In a category that used to be dominated by standard can ends,the easy-open can was considered a major breakthrough.

Value pack size: Economising premium pack type

Frisian Flag introduced a new value pack size in 2016: the 560g stand-up pouch. This is the largest pack size thus far in the condensed milk category in Indonesia.

Coconut-flavoured milk: Tapping into the coconut water craze

As well as in condensed milk, Frisian Flag also pushed the boundaries of innovation in flavoured milk drinks. In October 2016 the company launched Frisian Flag Pure farm Coconut Delight,the first coconut-flavoured milk in Indonesia.

Mut-Mut: Condensed milk positioned as snack

mid-2017 Frisian Flag revived Mut-Mut, a condensed milk product packaged in 14g flexible aluminium/plastic, and positioned as a healthy snack for children.