Nestlé Unveils Milo Pro A High-Protein Drink for Active Teens and Young Adults
Nestlé has unveiled its latest innovation in Protein Drink the functional beverage category—Milo Pro, a high-protein version of its iconic Milo drink—aimed at empowering teenagers and young adults to fuel their active lifestyles. Designed specifically to meet the evolving nutritional needs of younger consumers, Milo Pro contains three times more protein than the original Milo formula, positioning itself as a go-to choice for those engaged in sports, fitness, and other high-energy pursuits.
The product made its debut in Indonesia, a country where youth engagement in sports and outdoor activities is steadily increasing. Nestlé has announced plans to roll out Milo Pro across Southeast Asia in 2025, responding to the region’s rising demand for protein-enriched food and beverages.
Addressing the Protein Gap in Southeast Asia
The launch of Milo Pro is grounded in emerging nutritional trends and scientific research showing that a significant portion of the adolescent population in Southeast Asia, particularly in Indonesia, is not meeting their daily recommended protein intake. According to internal Nestlé research, approximately 57% of teenagers in the region are actively looking to include more protein-rich foods in their diets. Despite this awareness, consumption remains below optimal levels.
“High-protein foods and beverages are growing in popularity around the world due to the benefits this essential nutrient provides,” said Serena Aboutboul, Senior Vice President and Head of the Nutrition Business at Nestlé. “In Southeast Asia, we see a unique challenge—while young people are becoming more aware of their dietary needs, access to balanced, convenient sources of nutrition is still limited. To help bridge this gap, we launched Milo Pro in two easy-to-consume formats: a ready-to-drink option and an easy-to-mix powder, both tailored to fit into the fast-paced routines of teenagers and young adults.”
Protein is one of the body’s most vital nutrients. It supports the growth and development of muscles, organs, and tissues, especially during the adolescent years, which are critical for physical and mental development. Protein also plays a role in producing enzymes and hormones, building a strong immune system, and sustaining energy levels throughout the day.
The Evolution of a Trusted Brand
Milo has long been associated with energy, strength, and athleticism, especially in countries across Asia-Pacific, Africa, and Latin America. Originally developed in 1934, Milo has evolved from a simple chocolate malt beverage to a global powerhouse in the nutrition and sports beverage market. In Southeast Asia, the brand has cultivated a legacy of supporting youth sports, grassroots tournaments, and physical education campaigns, thereby becoming more than just a drink—it’s a symbol of healthy, active living.
With Milo Pro, Nestlé builds on this legacy by offering a product that not only tastes great but also delivers enhanced nutritional value, appealing to the health-conscious sensibilities of today’s younger consumers.
Nutritional Profile of Milo Pro
Milo Pro is designed to cater to the nutritional demands of active adolescents and young adults who often juggle school, extracurricular activities, and social engagements. Each serving delivers a significantly higher protein content compared to regular Milo, alongside essential vitamins and minerals, including calcium, iron, and vitamin B complex.
The beverage is also formulated with a focus on flavor and texture, ensuring that the product remains enjoyable while providing functional benefits. Whether consumed before a workout, after school, or during a busy day on the go, Milo Pro aims to become a daily staple for those who want to energize their bodies and minds.
Strategic Marketing and Engagement Campaigns
To amplify the product’s impact and resonate with its core audience, Nestlé is launching a region-wide marketing campaign centered on education, engagement, and empowerment. The company is partnering with local sports figures, fitness influencers, and youth lifestyle content creators to generate excitement and build awareness around the importance of protein in the adolescent diet.
“We believe in the power of collaboration and authenticity when reaching out to young consumers,” said Aboutboul. “By working with real voices from sports and active lifestyles, we aim to inspire, educate, and entertain—all while reinforcing the idea that good nutrition is the foundation of a successful, active life.”
The campaign includes interactive school programs, digital challenges, pop-up events, and product sampling at sports tournaments and community fitness hubs. In addition, Nestlé will leverage its strong distribution network and presence in both urban and semi-urban areas to ensure Milo Pro is widely accessible across Southeast Asia.
Meeting Evolving Consumer Demands
As consumer awareness of nutrition continues to grow, especially in the wake of global health challenges and a renewed focus on wellness, demand for high-protein functional beverages has surged. According to global market research, the high-protein food and beverage market is expected to grow significantly over the next decade, driven largely by youth demographics in emerging economies.
Nestlé has responded by expanding its portfolio of fortified products and investing in research and development to support the creation of science-backed innovations. Milo Pro represents a strategic milestone in this journey, signaling Nestlé’s commitment to meeting regional dietary needs while promoting health equity and sustainability.
