Le Minerale will be introduced to Malaysians this month by Mayora Group. It is entering the market with a strong desire to redefine and capture a part of the ever-growing consumer demand for bottled water.
“Having successfully gained a foothold in the populous markets of Indonesia, Philippines & Singapore, we believe health-conscious consumers in Malaysia will appreciate the benefits of quality mineral water, beyond just clean, drinking water,” said Poon Soo Yee, Market Lead for Le Minerale in Malaysia.
The first shipment of Le Minerale was received in Shah Alam on Friday at Mayora Malaysia’s office. On hand to witness the occasion was His Excellency Hermono, Indonesian Ambassador to Malaysia, and Deden Muhammad Fajar Shiddiq, Trade Attache from the Embassy of the Republic of Indonesia.
Poon was frank in saying that mineral water has become a generic term for most Malaysians. Many consumers assume that all mineral water are the same whilst they are not. “Mineral water is water that occurs naturally in the ground. For that matter, good quality mineral water sources are at depths of more than 100 meters (300 feet) down,” Poon said. She explained that the source of the mineral water is very important, as water from such great depth is crystal clean. With that in mind, mineral water coming from high mountains is in pristine condition. These locations are uninhabited and untouched by humans, resulting in it being free from contamination and bacteria. Mineral water contains natural minerals, and cannot be fortified with minerals and vitamins, as per defined by MOH.
“Le Minerale’s source are volcanic mountains. Over millions of years, water found in those sources have been naturally filtered through layers volcanic rocks, resulting in the water naturally containing minerals such as Calcium, Magnesium and Potassium, that have been proven to offer health benefits. The types and composition of minerals provides Le Minerale with light, sweet after taste that is refreshing,” she added.
In its production, Poon elaborated that Le Minerale is bottled at source and does not come into any human contact to keep the water fresh, uncontaminated, and protected from point of source to consumption. The bottling of the product employs a proprietary Mineral Protection System (MPS) that keeps the product’s integrity:
- Bottles are nitrogen-filled to prevent minerals in the water from oxidation
- Bottles utilise shrink-wrapped caps to prevent any contamination
- Sealed capping of the bottles ensure the pressure within the bottle is maintained to prevent it from damage.
The utilisation of this proprietary method, the first of its kind in the market, puts Le Minerale on par with premium, top quality European brands. However, this does not automatically result in premium pricing, as the brand is focused on premium quality whilst ensuring affordability, allowing Malaysians to consume it on a frequent basis.
In Peninsula Malaysia, Le Minerale 600 ml and 1.5L are priced at RM 1.25 and RM 2.50 respectively, with pricing for East Malaysia at RM 1.50 and RM3.00 respectively.
“We are able to adopt this pricing strategy as the sourcing and bottling of Le Minerale is significantly closer, resulting in lower supply chain and logistics costs compared to European sourced brands,” Poon clarified, adding that this will redefine the mineral water market segment. She also said that at as much as Le Minerale will utilize Mayora Malaysia’s distributorship network to achieve national wide availability across key channels, it will also focus on brand awareness and consumer education which is necessary for a product of this nature.
Speaking on behalf of the Embassy of the Republic of Indonesia, Ambassador to Malaysia, H.E. Hermono, expressed delight and optimism. “Malaysia is one of the main destination countries for Indonesian product exports. However, exports to Malaysia are still dominated by commodities such as CPO (Crude Palm Oil) and Coal. The introduction of finished products, such as Le Minerale, to Malaysia, is a big opportunity for us to diversify and increase our exports,” H.E. Hermono said.
Indonesian Trade Attachè, Deden Muhammad Fajar Shiddiq expressed confidence, with regards to the Le Minerale’s introduction, as well as burgeoning trade between Malaysia and Indonesia. “Malaysia and Indonesia have always had healthy bilateral trade relations. Among many factors that contribute to that, Indonesian products have enjoyed positive acceptance from the Malaysian public. We are happy to see the introduction of this premium product to Malaysia, and hope that its healthy growth will benefit both our countries,” he said.
