Brimming Stories of Success | Inquirer Sports

Brimming Stories of Success

Building Champions, Improving Lives
/ 09:40 AM February 07, 2014

First posted 4:23 pm | Tuesday, February 4th, 2014


MANILA, Philippines—The most trusted name in nutritious chocolate drink on its 50th year continues to celebrate heritage and success through a renewed commitment of building a strong nation of champions.


MILO has inspired an active lifestyle and athletic excellence for generations of families with every cup filled with energy-giving nutrients and the classic chocomaltee flavor that every Filipino loves.


Great things start from small beginnings

First introduced in the Philippines in 1964, MILO has grown into a favorite beverage enjoyed all over the country.

Today about 6.9 million cups of MILO are consumed daily as a hot beverage in a healthy breakfast or a cold mix for a boost of energy during sports and active play.

Its leadership in nutrition has been validated by many consumer groups and has consistently ranked in the top five local brands for both rural and urban household by the Kantar Wordpanel in its Brand Footprint study.

Its malted chocolate flavor can now be enjoyed with a wide range of serving size variants and in different forms: as a powdered sachet, a ready-to-drink mix in tetra pack, and breakfast cereals.

Its long-standing success in the market can be attributed to its unwavering dedication to good nutrition.


MILO is not just any chocolate malt drink. MILO is packed with the natural goodness of milk and cocoa; PROTOMALT, a malt extract with a mixture of different carbohydrates that provides energy and nutrients the body needs; and ACTIGEN-E, a combination of B vitamins and minerals which help in the optimal release of energy.

Growing up with MILO

Beyond its commitment to consistently provide a nutritious product to the young and old alike, MILO has also become a partner in developing the nation’s athletes for over 30 years with thriving platforms for sports across the country.

MILO’s sports programs has produced many outstanding personas including Olympic medalist Bea Lucero-Lhuillier, professional basketball star Chris Tiu, and rising cager Kiefer Ravena.

Since its partnership with the Philippine Olympic Committee (POC) in 1968, the brand further strengthened its commitment to grassroots sports development by launching various initiatives such as MILO Summer Sports Clinics and MILO-B.E.S.T (Basketball Efficiency & Scientific Training) Center in 1983, and MILO Little Olympics in 1988. MILO also pioneered the country’s longest running footrace, the National MILO Marathon, participated by over 200,000 Filipino and foreign runners.

This year, the National MILO Marathon’s Help Give Shoes advocacy aims to cap the 50,000 mark by donating brand new running shoes to students nationwide including the typhoon-hit Tacloban City.

True to its mission of creating a new breed of champions, MILO continues to broaden its demographic reach in the Philippines.

Aimed at helping not only athletes but working professionals sustain their energy throughout the day, MILO also developed a healthy chocolate drink for adults called MILO R2.

With complete wellness in mind, MILO R2 aims to give the necessary nutrients for adults to reenergize and re-fuel, so that they can pursue an active lifestyle outside of the workplace.

MILO partnered with renowned fitness expert Coach Jim Saret to establish the MILO R2 APEX Running School (MARS), which teaches scientific running techniques to develop physical fitness safely and effectively.

Energy to build champions

To celebrate its 50-year milestone, MILO is steadfast in integrating the winning energy in the lives of its loyal consumers with a golden anniversary campaign anchored on cultivating more champions in sports and in life.

Lat January 26, the call to shaping a nation of great talents began with a TVC including past, present, and future athletes that embody the spirit of a true MILO champion.

Several promotional activities including collectible mugs, specially marked MILO packs, and other exciting promos also await shoppers in stores nationwide.

This year, MILO will reinforce its efforts to promote sports involvement among the youth through its collaboration with various government agencies such as the Department of Education (DepEd) to be its partner in this year’s Palarong Pambansa and the Philippine Sports Commission to support Batang Pinoy.

MILO will also stage school-based program Enerjam in local institutions to build awareness and interest in nutrition, physical fitness, and sports.

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MILO drinkers can look forward to more MILO sporting events, and enjoy their daily glass of MILO Chocomaltee goodness for many years to come.

TAGS: beverage, Milo, Physical fitness, Sports

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