MILO(R) Malaysia Continues its Support of Malaysian Champions with MILO(R) Flame of Energy Initiative

PR Newswire

KUALA LUMPUR, Malaysia, Nov. 7, 2013 /PRNewswire/ -- MILO(R) Malaysia today launched its MILO(R) Flame of Energy initiative, the second phase of its MILO Fuel for Champions campaign which calls on Malaysians to pledge their support for the Malaysian Contingent heading for the 27th SEA Games in Myanmar.

Officially launched by Alois Hofbauer, Region Head of Nestle Malaysia and Singapore and Dato' Wira Amiruddin Embi, Chef de Mission of the Malaysia SEA Games Contingent, the MILO(R) Flame of Energy aims to collect 2.7 million units of energy in the form of "flames" as encouragement for our athletes.

Under the initiative, Malaysians can show their support by spreading the flame to light up the virtual torch on MILO(R)'s website. With a simple swipe of a finger, they can ignite the Flame of Energy to support the spirit of sports to inspire our athletes as they strive to make Malaysia proud.

Additionally, Malaysians can also show their support by extending their wishes through Twitter, Facebook or Instagram by using the official hashtag -- #MILOforMALAYSIA.

Speaking at the launch, Alois Hofbauer said, "SEA Games is a Malaysian athlete's introduction to the international sporting arena. MILO(R) recognizes the importance of developing and nurturing young talents from the start and guiding them to success in the sporting landscape."

"Our athletes' journey will not be easy and it is important that the athletes receive all the support and encouragement from the nation to fuel their journey, giving them the energy to go further during the 27th SEA Games," Hofbauer added.

Dato' Wira Amiruddin Embi, Chef de Mission of the Malaysia SEA Games Contingent further added, "As the 27th SEA Games draw closer, besides receiving intensive training, it is vital that our athletes receive our countrymen's support."

"With the nation behind them, I believe that our athletes will be prepared both mentally and physically in their quest to bring honor and glory to Malaysia," he further added.

To light up the MILO Flame of Energy, Alois Hofbauer was the first representative of the country to show his support by spreading the flame via the MILO(R) website. The MILO(R) Flame of Energy represents the nation's support for Malaysia at the 27th SEA Games -- each support from Malaysians will contribute to a bigger flame. The bigger the flame, the stronger our support is shown as a nation.

To ensure that every athlete receive sufficient support for SEA Games, MILO(R) aims to collect at least 2.7 million units of energy as encouragement to fuel our athletes' journey in Myanmar.

MILO(R) will be deploying its familiar Energy Trucks across the nation in uniting the nation to show their support for the Malaysia Contingent. MILO(R) will also be organizing in-store activities at selected supermarkets and hypermarkets nationwide.

"Support our nation's champions to go further at the 27th SEA Games. Cheer for our team as they strive for victory!" Hofbauer added.

For more information on the campaign, please visit

About MILO(R) Malaysia

MILO(R), the leading nutritious chocolate malt beverage in Malaysia was first introduced in 1950. With over 60 years of presence in Malaysian homes, MILO(R) has been known for its unique, delicious choco-malty taste as well as its nutritional benefits that are loved by generations. A health-food drink packed with the natural goodness of malt, skimmed milk and cocoa, MILO(R) is one of the biggest and most popular breakfast beverages in Malaysian homes.

MILO(R) contains PROTOMALT, a malt extract with a mixture of different types of carbohydrates that provides energy and nutrients the body needs, and ACTIGEN-E, a unique combination of 8 vitamins and 4 minerals which enables the optimal release of energy from food.

For over six decades, MILO(R) takes an active part in the promotion of balanced diets and healthy lifestyles. MILO(R) is deeply committed to building grassroots sports from local, district and national level -- nurturing young Malaysians to become champions of the nation. These efforts have made MILO(R) a household name through the generations, consistently educating the evolving consumers on MILO(R)'s core brand promise of energy and nutrition.

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