Key consumer benefit: Nutrition and Health (growth and development)
Milo was first documented in 1904 as Nestlé’s Milk Food. It was a fortified tonic food beverage, made of wheat flour and enriched with several vitamins and minerals. The product took advantage of a new technology that could transform liquid into a powder. The name Milo came from the Greek athlete Milon who famously carried a bullock upon his shoulders. Milo tonic was launched in Australia in the spring of 1934 soon followed by South Africa, South America, the Far and Middle East and Europe. It remains one of Nestlé’s most popular brands.