Product Releases
Sleep Milk
Somnaceutics envisaged Asia as a likely market for first commercial application of a sleep milk product. Asia has an affinity for natural wellness products and has a strong reputation for its clean and green environment producing high quality and innovative food and natural health products.
To launch into the Asian market, Somnaceutics established a partnership with New Image International, a leader in health products with 200,000 distributors throughout Asia, specialising in dairy based functional foods and nutraceuticals.
Taiwan was selected as the first trial market as research had shown that sleep deprivation was a real concern for Taiwan and there was a strong demand for natural New Zealand products.
A powdered and flavoured milk drink was developed for the Taiwan consumer and marketed under the brand name Sleep Time. The product was launched to New Image's 20,000 distributor base supported with comprehensive education, training and marketing and technical material. The product has been a stunning success with strong demand and with 88% of users reporting a significant improvement in sleep quality.
Sleep time
