MILO advocates nutritious sahur for enduring energy during Ramadan

MILO has launched the "Check the label" campaign to promote nutritious sahur (pre-dawn meal) choices during Ramadan and to educate parents on making informed decisions about the products they provide for their children and families.

The initiative aims to raise awareness about reading product labels and understanding ingredient composition. MILO highlights the significance of the first-listed ingredient, as it represents the highest proportion in a product, ensuring families make well-informed decisions for better nutrition.

"We want to educate consumers to be more conscious when selecting daily food and drink products. By understanding labels and product composition, parents can ensure their children receive the right nutrients to support their activities," said Alaa Shaaban, business executive officer for the beverages and culinary dairy business unit at Nestlé Indonesia.

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A video ad features a mother preparing MILO for her two tired children, who perk up with the drink and join a lively sahur parade.

MILO's primary ingredients include malt extract (barley) as an energy source, fresh milk, and cocoa. "A cup of MILO is a warm and delicious sahur companion, providing sustainable energy to support fasting. More than just a drink, MILO helps families build strong and positive habits," Shaaban added.

Nestlé Indonesia has been committed to providing nutritious and 100% halal food and beverages for over 50 years. The firm's president director, Samer Chedid, reinforced this commitment: "At Nestlé, we believe in the power of food to enhance quality of life today and for future generations."

Proper sahur nutrition is essential, as it must sustain energy for up to 14 hours of fasting, the company said. To support families during Ramadan, MILO has introduced 55 special recipes to inspire parents in preparing nutritious sahur and iftar meals. These recipes include trending food items and are designed to be quick and easy to make with common kitchen ingredients.

"We understand the challenges parents face in preparing sahur and iftar meals. Our specially curated recipes focus on providing energy-sustaining options for sahur, while our iftar menu features delicious dishes that help replenish energy after a full day of fasting," said Robi Abdurrochman, culinary development chef at Nestlé Indonesia.

Since 1974, MILO has been part of Indonesian households, with products including MILO NutriActiv with Choco Cereal and Choco Banana variants, MILO Extra Choco Canned Drink, and MILO Cool. All MILO products are locally produced.

With approximately 3,100 staff members and four factories across the country, Nestlé produces a wide range of dairy, food, and beverage products under brands such as BEAR BRAND, DANCOW, MILO, NESCAFÉ, LACTOGROW, and CERELAC.

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