Find out why it #MUSTBEMILO
NESTLÉ® MILO® journey in South Africa began in 1934 when Nestlé introduced the chocolate malt beverage, initially emphasising its nutritional value and ability to provide sustained energy.
Throughout the 1950s, ‘60s and ‘70s, NESTLÉ® MILO® popularity grew as a go-to breakfast drink and post-exercise recovery option. Its association with sports and active lifestyles started to solidify during this period.
A significant shift occurred in the 1980s and ‘90s when NESTLÉ® MILO®’s marketing targeted children and families. The iconic "MILO Champions" campaign, showcasing young athletes and their energy, cemented NESTLÉ® MILO®’s position as a drink that fuels achievement and fosters a love for sports.
The brand became a prominent sponsor of various sporting events, including school sports, rugby, soccer, netball and cricket, recognising the invaluable life skills fostered through participation in sports.
Today, MILO remains a beloved brand in South Africa, synonymous with energy, nutrition, and a love for sports. Alongside NESTLÉ® MILO® ever-evolving initiative to create “Future Champs”, it continues to be a popular choice for breakfast, a post-workout pick-me-up, and a treat for the whole family, demonstrating its enduring legacy in the South African market.
