Global Marketing Director & Head of Specialized Nutrition – Friso Vietnam: “We aim to build a strong foundation from within for Vietnamese children"

Congratulations to you and Friso on the launch of Friso Pro. How do you feel about this milestone?

I feel incredibly proud and touched. For Friso, every new product is not just a nutritional formula, it represents the culmination of over 150 years of Dutch dairy farming mastery, combined with advanced nutritional science, brought to life within our closed-loop meadow ecosystem.

From fresh milk harvested daily at our Dutch farms, Friso applies LockNutri® technology, a single mild heat process that helps preserve the natural structure of milk’s proteins and fats. This ensures the milk retains its precious nutrients that support gut health, nutrient absorption, and natural immunity – three essential pillars for building a strong foundation from within for children.

Each product launch not only introduces a new technological advancement but also reaffirms Friso’s guiding philosophy: “Nature’s Life-Force gathered in every drop and transferred to the child.”

As Global Marketing Director, could you share Friso’s journey to becoming a trusted brand around the world?

Friso’s journey began in 1966 in the Netherlands, driven by a vision to bring fresh, natural nutrition -  perfected by science to every child. Over nearly six decades, we have continuously pioneered in dairy science and pediatric nutrition, accompanying millions of parents worldwide.

From the early 2000s, Friso expanded globally: by 2008, we became the leading international brand in Greece; in 2015, we reached the one-billion-euro milestone in revenue, a testament to parents’ trust around the world. Just one year later, Friso ranked No.1 among international brands in Hong Kong, one of the world’s most demanding infant formula markets. And by 2023, Friso proudly became the No.1 international brand in China, the largest and most competitive market globally.

Today, Friso is present in over 20 countries with premium product lines. In Vietnam, we continue this journey by helping children grow healthy, confident, and happy from within.

To succeed in demanding markets like China, Friso must have strong competitive advantages. What are they?

I believe Friso’s distinction comes not only from our technology but also from our sustainable philosophy and transparency in every drop of milk.

Friso is one of the few brands in the world that owns and controls the entire milk journey “From Grass to Glass.” We carefully manage every stage – from breeding purebred Holstein Friesian cows, raising them at more than 14.000 family-owned farms in the Netherlands, Belgium, and Germany, to daily milk collection and production.

Our fresh milk is transported in the shortest time possible to preserve its freshness and purity. What sets Friso apart is the exclusive LockNutri® technology – a gentle, single heat process that protects the natural structure of proteins and fats, retaining over 90% of milk’s nutrients for smoother digestion and better absorption.

In parallel, our TrackEasy® traceability technology allows parents to follow the journey of each tin “from the Dutch meadow to their hands” with a simple QR scan. This reflects our commitment to quality, transparency, and care – the power of nature perfected by science to build children’s inner strength and natural resilience.

What role does Vietnam play in Friso’s global strategy?

Vietnam is one of Friso’s five priority markets, alongside China, Malaysia, Greece and Mexico, together accounting for over 60% of our global business.

It is a dynamic, fast-premiumizing market where parents are becoming more conscious of product quality, safety, and the science of nutrition. According to NIQ (2025), 78% of Vietnamese consumers are willing to pay more for high-quality products, reflecting a shift toward selective and sustainable consumption.

In the specialized formula segment, this premiumization trend has sustained double-digit growth for years, expected to reach +21% in 2025. This is why Friso sees Vietnam not just as a market, but as a strategic destination for long-term investment  where we continue to bring premium nutrition and support parents in building inner strength for their children.

From your perspective, what are Vietnamese parents most concerned about when choosing milk for their children, and how does Friso Pro address this?

Vietnamese parents today are highly knowledgeable and discerning. Beyond height or weight, they pay greater attention to gut comfort and natural immunity, the true foundation of comprehensive growth.

At the recent scientific symposium “Nutrition from Natural Milk Fat Supporting Gut Immunity” experts emphasized that the early years of life are a golden window for shaping a child’s immune system. With more than 70% of immune cells located in the gut, a healthy digestive system plays a vital role as the body’s first line of defense. This reaffirms the growing importance of nurturing gut health from early life to strengthen natural immunity and long-term well-being.

According to a 2024 MetrixLab survey with 900 parents in Hanoi and Ho Chi Minh City, 74% of parents prioritize immune support, while 73% consider healthy digestion a top criterion when choosing formula milk.

From these scientific insights and parents’ evolving needs, Friso Pro – 100% imported from the Netherlands was developed as a breakthrough formula that supports strong gut health and gut immunity for children from Day 1.

Its key highlight, the Milk Lipid Complex (MLC), is rich in short- and medium-chain fatty acids (SCFA, MCFA) that strengthen the gut lining, protect intestinal mucosa, and suppress harmful bacteria. When combined with HMO and GOS, this trio creates a synergistic effect that balances gut microbiota, enhances nutrient absorption, and supports natural immunity - consistent with expert findings shared during the recent symposium.

In doing so, Friso continues its mission to build a strong foundation from within, helping children grow healthy, confident, and resilient from their earliest years.

What role do business partners play in spreading Friso’s values in Vietnam?

We strongly believe Friso cannot walk this journey alone. According to a 2025 InfoQ survey, more than 84% of Vietnamese mothers buy formula milk from Mother & Baby stores and supermarkets which are trusted touchpoints that offer reassurance and confidence.

That’s why we deeply value all our partners – from retail chains and e-commerce platforms to Mother & Baby stores – as trusted companions who help Friso bring high-quality nutrition and care to millions of Vietnamese families..

Every tin of Friso reaching parents’ hands carries more than just milk. It carries our trust, love, and responsibility toward the wellbeing of Vietnamese children.

Finally, what message would you like to share with Vietnamese parents?

Parenting has never been an easy journey, but it is one of the most beautiful and meaningful ones.
I hope parents will always trust in the natural strength within their children and accompany them with love and patience.

Friso will always stand by parents, bringing the best of nature and science together to help every child build a strong foundation from within, right from their earliest years.