Grupo Lala Launches Campaign to Promote Fresh Milk in Mexico

Grupo Lala aims to boost fresh milk consumption in Mexico through a nationwide campaign that highlights its nutritional value and cultural importance. 

The strategy Leche Fresca Lala, el verdadero sabor de la leche (Lala’s Fresh Milk: The True Taste of Milk), includes a multichannel media campaign and consumer-targeted activations. With this effort, the company seeks to highlight the importance of fresh milk, a food product the company describes as highly nutritious and a longstanding staple of the Mexican diet across generations.

Javier Peñito, Vice President of Marketing for Dairy, Formula, and Innovation, Grupo Lala, emphasized that there is a significant gap between current milk consumption levels in Mexico and the daily intake recommendations set by the World Health Organization (WHO) and the Food and Agriculture Organization (FAO). These organizations recommend a daily intake of 1 to 5 servings of dairy, which can include half a liter of milk, yogurt, or cheese. Peñito pointed out that current milk consumption in Mexico stands at just 30.5L per capita, compared to 260L per capita of sugary beverages.

“This scenario drives us to continue working diligently to promote greater incorporation of milk into the diets of Mexican families, ensuring access to the nutritional benefits of this superfood,” Peñito said. Fresh milk is a rich source of calcium, protein, and vitamins A and D, along with other essential nutrients that support overall health. According to Grupo Lala, its consumption helps to strengthen bones, boost the immune system, improve hydration, and enhance physical performance. 

With an initial investment of MX$70 million, this new campaign adds to existing initiatives, such as Un Vaso de Lala al Día (“A Glass of Lala a Day”), led by Fundación Lala. In collaboration with over 283 nonprofit organizations, the foundation provides a daily glass of milk to more than 440,000 people living in vulnerable conditions, including 16,000 children each day. Over the past year, Grupo Lala has invested more than MX$150 million in this project.

According to the 2022 National Survey on Household Income and Expenditure (ENIGH) by INEGI, Mexican households spent an average of MX$1,062 per quarter on milk and dairy products. This amount represents approximately 10.4% of total food expenditure consumed at home.

Kantar Worldpanel data indicates that milk is primarily consumed during breakfast and dinner in Mexico. Moreover, the main reasons people drink milk are because they like it, they crave it, it is part of their routine, or they consider it healthy. Notably, children up to 13 years old are the highest consumers of milk. According to Kantar, three milk brands, Lala, Alpura, and Nutrileche, rank among the top 10 most chosen brands in their Brand Footprint ranking, which identifies the most purchased brands by consumers.

Grupo Lala brings over 75 years of experience in the dairy industry and currently operates 29 production plants and 172 distribution centers across Mexico, Brazil, and the United States. It is supported by a fleet of more than 7,000 vehicles and a workforce of 39,000 employees. The company supplies more than 578,000 points of sale and offers a portfolio of 600 products.