12 April 2017

Laga Industries Limited General Manager, Gerard O’Brien, today announced that the Lae-based Company is launching another new product that is expected to resonate with the consumers of PNG by introducing new Gala BURST in 100g & 55g packs!

“This is a new, nutritious, vitamin-enriched, tasty, chocolate malt drink powder in a convenient format under the iconic “Gala” brand.  Burst will supplement and enhance the established platform that Gala Milk Powder and, of course, Gala Ice Cream have earned over time” Mr O’Brien said.

“This new product has been launched to provide the consumers with variety, and an alternative taste and texture profile when compared to other Chocolate Malt Drinks currently in the PNG market.  Most importantly, it is price positioned to be much more affordable on shelf than similar products.  Furthermore, it is full of essential vitamins that promote good health” he added.

Laga National Marketing Manager, Eugene DeLange advised that he was very excited about the potential for this product given the initial response we have enjoyed from consumers and customers.  This response has confirmed our internal evaluative blind taste tests which resulted in a high overall preference for Burst compared to all other vitamin enriched malt drinks in the market.

“Existing Laga products have national distribution throughout PNG, so this product will be enjoyed throughout PNG from Vanimo in the North to Alotau in the South, from Kiunga in the West to Buka in the East.  The response from our valuable business partners has exceeded our expectations with an overwhelming response in first orders of the product.  In fact we have exceeded our sales forecast after only presenting to half of the customers.  Laga have had to make special arrangements to ramp up our production accordingly to satisfy the expected demand throughout all of PNG” Mr DeLange said.

“We believe that the recent success we have enjoyed with the new Hamamas premium Ice Cream lines has instilled the level of confidence in our retailers and wholesalers that has led us to this positive response.  They trust that when we launch a product, we don’t just sell it to them and deliver it to their warehouse, but we support the pull-through of the product to maximise the sales of their businesses. This “win-win” approach, I believe, has played a part in this initial success” Mr DeLange added.

Mr O’Brien commented that Laga has enjoyed a strong resurgence over recent years and is well on track to it’s vision of re-establishing the business as PNG’s premier consumer foods business.  “First quarter sales in 2017 are more than 25% up on last year.  This growth has been built on improved customer service levels as well as reinvigoration of the various Laga product ranges through new products such as Hamamas Ice Creams and Kakaruk Salt and now Burst Chocolate Malt Powder” he said.

“With our recent Hamamas launch, Laga invested substantially in point of sale support including: customised sampling booths; sampling programs; and free stock that captured the attention of our Gala ice cream consumers, and I am pleased to advise that recipe for success will continue, and be repeated for the launch of Gala Burst” Mr DeLange added.

“Our slogan is "Dringim Burst bai givim yu strong!”, and as this, and our other Laga products succeed, they create and entrench employment, and provide opportunities for the entrepreneurial spirit that is evident in PNG” Mr DeLange said.

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