In July, I was tagged on Facebook. Generally, when this happens, I un-tag myself as most of the stuff is irrelevant. However, this tag was different. It was an image of a MilkPak carton, showing a one-inch thick, hardened layer of ‘milk’ that had come out of the freshly bought carton. The image did the rounds on social media eliciting heated debate on the horrors perpetuated on consumers by packaged milk companies like Nestlé. I read the comments with a bemused expression.
“The ingredients they use in these Tetra Pak milks are the same ones used in ‘hair removal cream’.”
“OMG… I always knew Nestlé was more of a *********** and that’s what they are best at doing. This has happened before. They had these weird white particles in their milk ***** *** ***.”
“Ager yeh Tetra Pak wallay doodh itnay mufeed hootay tou pooray Europe/USA/Canada may bhee use hotay.” (If these Tetra Pak milk products were so good, they would be used in Europe, USA and Canada too.)
“This Tetra Pak milk is not actually milk. It is a mixture of other things.”
The incident reminded me of my time at Nestlé three years ago, when I was looking after MilkPak.
By the way I love this brand and I am proud of the fact that I was an integral part of the marketing team that created some fantastic campaigns.
####Instead of ignoring controversies, the milk producing companies owe their consumers a cogent explanation of how their industry works, writes Sami Qahar.
It was during this period that we launched a limited edition carton to coincide with Pakistan’s 62nd Independence Day. We had printed an image of the crescent and star on the pack making it look similar to the national flag. This gave rise to a huge controversy and we started receiving calls and emails saying that we were deliberately humiliating the Pakistani flag.
We are an emotional nation. We speak before we think and we act before we speak. Given our tendency to burn the effigies of our World Cup winning cricket heroes, hurling insults at the milk manufacturing companies is nothing. This is probably one of the major reasons why companies like Nestlé do not come forward to explain their position regarding incidents such as these; they know that the vast majority of consumers will not even bother to understand their point of view.
“I heard several myths about milk during my time at Nestlé,” says Sarah Hussain, former Group Brand Manager, MilkPak. “The most common was that packaged milk is not milk. Some said it was made from powder, others that it was a mixture of chemicals, white colouring and water. The most interesting one was that Nestlé puts crushed cow bones in MilkPak.”
“There were some funny ones too,” adds Ehtisham Khan, formerly associated with the sales function at Engro Foods. “Flour is mixed in the milk to make it thicker. Once I was standing at a bakery and this elderly man said to me ‘aap log pata nahin kahan kahan se doodh lay kar aatay hain’ (we don’t know where you get your milk from).”
“As I am not directly involved in the production process, I sometimes cannot provide an explanation to counter the statements people make about packaged milk,” says Nabeel Butt, Account Director, Lowe & Rauf (the ad agency for Nestlé MilkPak). “Some people say there is urea in the milk. Others maintain that the milk companies extract all the healthy ingredients from the milk and only leave the residue in the packs. Others still ask why is there no layer of cream, which is common when you boil loose milk. Honestly, I have no answer.”