Nestlé launches Milo Pro in Indonesia reinforcing growth momentum in H1 2025
With triple the protein of regular Milo, it addresses rising demand among Southeast Asian teens for more protein-rich foods.
INDONESIA – Nestlé has unveiled Milo Pro in Indonesia, a high-protein version of its iconic Milo beverage, specifically designed to meet the nutritional needs of teenagers and young adults.
With three times the protein of regular Milo, the new product aims to close the dietary gap faced by many adolescents in Southeast Asia, where growing awareness of health and fitness is not always matched by adequate daily protein intake.
Available in ready-to-drink and powder formats, Milo Pro is designed for convenience, taste, and function, delivering essential nutrients and high-quality protein to support muscle development, tissue repair, and overall growth.
It responds directly to regional data showing that 57% of teenagers in Southeast Asia aspire to include more protein-rich foods in their diets, but many still fall short of recommended 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.
To bring the product closer to its core audience, Nestlé is working with regional sports figures and lifestyle influencers to raise awareness of the role protein plays in energy, performance, and recovery.
These campaigns align with Milo’s long-standing heritage in youth sports and education across Asia.
The company has confirmed plans to roll out Milo Pro across additional Southeast Asian markets in 2026.
Innovation aligned with H1 regional growth and category strength
The launch of Milo Pro reflects Nestlé’s broader strategy to strengthen category relevance through localized innovation and health-focused product development.
In its Half-Year 2025 financial results, Nestlé reported that powdered and liquid beverages were the Group’s top-performing category, delivering 6.4% organic growth, with pricing actions helping to offset input cost inflation.
In the Asia, Oceania and Africa (AOA) region, where Indonesia plays a key role, Nestlé highlighted strong performance in confectionery and cocoa malt beverages, noting market share gains for Milo and continued momentum in the beverage segment.
The company has also stepped up investment in consumer engagement and brand-building, with advertising and marketing expenses rising to 8.6% of sales in the first half.
Globally, Nestlé posted organic growth of 2.9% in H1 2025, and continues to prioritize digital transformation, operational efficiency, and targeted innovation across its portfolio.
The launch of Milo Pro stands as a timely, strategic move to address evolving health needs while deepening the brand’s relevance among young consumers in emerging markets.
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