Nestlé Bear Brand

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Bear Brand
Nestle Bear Brand.png
Bear Brand's logo
Product typeMilk brand
Produced byNestlé
CountryPhilippines, Indonesia, Thailand, Cambodia, Vietnam, Laos, Myanmar, Malaysia, Brunei, India, Yemen, Nepal, Taiwan, Singapore, China, Iran, Bhutan, Hong Kong, Afghanistan
Introduced1906; 113 years ago (1906) (in sterilized milk)
May 1976; 43 years ago (May 1976) (in powdered milk)
Related brandsBärenmarke (Switzerland, under license)
Previous ownersBernese Alps Milk Co., Sprüngli & Co. (in Sterilized milk)
Brand names
Bear Brand Choco, Bear Brand Real Strawberry,[1] Bear Brand Adult Plus, Bear Brand Busog Lusog, Bear Brand Gold
The Bear Brand Swak Pack in Southside, Makati

Bear Brand is a powdered milk drink brand[2] introduced in 1976, which is owned by Nestlé.[3] It is available in most areas of Southeast Asia. Bear Brand was marketed under the brand name Marca Oso, which is Spanish for "Bear Brand".[4] The brand's Indonesian name is Susu Cap Beruang. Bear Brand is also a sterilized milk brand.[5][6] In 2014, a consumer research firm ranked Bear Brand milk as No. 6 among the top 50 "most popular fast-moving consumer goods" in the Philippines.[7]


Sterilized milk[edit]


  • Bear Brand Sterilized tin can[8] – 140 ml
  • Bear Brand Sterilized tin can – 155 ml (1906–2016)
  • Bear Brand Sterilized Tetra Pak – 200 ml


  • Bear Brand Susu Steril slim tube – 189 ml

Thailand, Vietnam, Myanmar, Laos and Cambodia[edit]

  • Bear Brand Sterilized tin can – 140 ml
  • Bear Brand Sterilized Low Fat tin can – 140 ml
  • Bear Brand Sterilized 0% Fat tin can – 140 ml


Year Introductions and reception
1906 Bear Brand Sterilized first appeared as Bear Brand Swiss Milk or Marca Oso.
1976 The Bear Brand Powdered Milk[2] was launched.
1980 It was imported in Thailand.
1982 It was imported in Indonesia.
1998 Bear Brand Fit 'n Fresh was introduced, but was discontinued in the first month of 2000.
2001 Bear Brand Jr., a baby milk supplement brand, was introduced. It was formerly named 'Bear Brand 1+'.[9]
2002 Bear Brand Sterilized was now sold in Tetra Pak.
2006 Bear Brand Gold was introduced. It is available in flavors: White Malt, White Tea, Goji Berry and White Kidney Beans. It is fortified with Vitamin A, B1, B2, B6, B12, C, D, and E. This sterilized low-fat milk[10] is high in calcium, with its malt extract flavor available in Thailand, Cambodia, Myanmar, and Indonesia.
2008 The Bear Brand Busog Lusog cereal drink was introduced.[11] It is one of the most popular cereal drinks in the Philippines This rendition of the Bear Brand Milk followed shortly after the increased popularity of the Energen cereal drink in the market. This may have been one of Nestle's reactions to Sigmavit.
2008 Bear Brand Choco was introduced. The chocolate flavored powdered milk is also available in the form of Bear Brand Adult Plus.
2009 The bear cub in the Bear Brand logo was removed due to the Bear Brand Sweetened Creamer being misunderstood as a breast milk substitute for toddlers under 36 months of age in Laos.
2010 The Bear Brand sterilized milk was introduced with Ginseng and Ginkgo Biloba flavors.
2011 Bear Brand Adult Plus was introduced. The drink is targeted for working adults.
2014 Bear Brand powdered drink mix was reformulated circa 2014, which included the addition of 100% of the recommended daily intake of vitamin C per serving.[12] Iron and Zinc levels were also increased.[12]
2016 In Cambodia and Myanmar, Bear Brand Nutritious Cereal Drink was introduced.[13]
2017 Bear Brand Powdered Milk Drink upgraded its formula and it released in the Philippines and was named Bear Brand Fortified. The iron content was tripled and still has 100% Vitamin C and has high levels of zinc.
2017 Myanmar introduced the Nestle Bear Brand Gold.
2017 Bear Brand Yogu, a form of yoghurt milk drink version of Bear Brand, was introduced.
2017 Bear Brand Real Strawberry, the strawberry flavor of Bear Brand Powdered Milk, was introduced. This powdered milk flavor of Bear Brand is the only one that has strawberry bits
2019 Bear Brand Adult Plus Milk Drink with Coffee, the coffee flavor of Bear Brand Adult Plus was introduced.
2019 Bear Brand Fortified Powdered Milk Drink updated it's formula with even more Zinc compared to the 2017 formulation, while having it's previous improvements.

International branding[edit]

In Thailand, the Bear Brand Sterilized is branded by other variants. In Cambodia, Bear Brand was introduced in July 2015, while in Myanmar, Bear Brand was introduced in October 2016.[14] Bear Brand's Indonesian package is in slim tube 189 ml content.[15] In Switzerland, the brand is instead named Bärenmarke[16] in German origin of name.


In 1976, the launch of the Bear Brand Powdered Milk included the bear with a cub and the wordmark. In 1996, the bears refreshed with a cartoony look in a shield appeared, but in 2002 the shape was changed with the current shield logo form. In 2004, the logo in some countries used the circle logo variant. In 2013, the Bear Brand logo font was changed from Franklin Gothic to Arial.

Commercials, advertisements and slogans[edit]

In the Philippines, they use the slogan "Tibay Araw-Araw" starting from 2012. Their present "Laki Sa Gatas" nutrition education advocacy program[17] was first launched in 2006.[18][19]

In 2015, Bear Brand's Alamat ng Matibay book was launched, which introduced the character Mina, and her friend Sonson.[20]

See also[edit]


  1. ^ "Is flavored milk nutritious or not?". GMA News Online. November 11, 2016. Retrieved December 29, 2016.
  2. ^ a b Nicolas, Bernadette D. (April 3, 2016). "Nestlé wages war versus waste in PH". Inquirer Business. Retrieved November 4, 2016.
  3. ^ Joseph G, Edison (April 4, 2016). "Bear Brand donates chairs to public schools thru 'Laki sa Tibay' campaign". Malaya Business Insight. Retrieved November 20, 2016.
  4. ^ Industrial Bulletin. 1914. p. 12. Retrieved December 29, 2016.
  5. ^ David, J.R.D.; Graves, R.H. (1996). Aseptic Processing and Packaging of Food and Beverages: A Food Industry Perspective. Contemporary Food Science. Taylor & Francis. pp. 27–28. ISBN 978-0-8493-8004-4. Retrieved December 29, 2016.
  6. ^ Yip, G.S. (2007). The Asian Advantage. Basic Books. p. 216. ISBN 978-0-465-01083-7. Retrieved December 29, 2016.
  7. ^ Diola, Camille (July 22, 2014). "Lucky Me! tops Philippines' 50 most popular brands". Retrieved December 29, 2016.
  8. ^ "Bear Brand Sterilized". Retrieved December 29, 2016.
  9. ^ "Bear Brand 1+". Mims. Retrieved December 29, 2016.
  10. ^ "Calories in Nestle / Bear Brand Sterilized Low Fat Milk – Calories and Nutrition Facts". January 20, 2016. Retrieved December 29, 2016.
  11. ^ "Bear Brand Busog Lusog: A nutritious cereal drink". November 11, 2015. Retrieved November 20, 2016.
  12. ^ a b "100% Vitamin C now in milk?". Inquirer. November 4, 2014. Retrieved December 29, 2016.
  13. ^ "Nestle Bear Brand Cereal Chain Pa (22.5g*20(450 g))". UNT Wholesale. Retrieved November 28, 2016.
  14. ^ "Bear Brand Enriched Malted Milk to build strong Myanmar family". Minime Insights. December 21, 2017. Retrieved October 7, 2018.
  15. ^ W, Iman (June 10, 2016). "Selama Ramadan, Beli 12 Kaleng Nestle Bear Brand Berkesempatan Dapat Hadiah". (in Indonesian). Retrieved December 29, 2016.
  16. ^ Changing Food Habits. Taylor & Francis. 2013. p. 254. ISBN 978-1-136-65124-3. Retrieved December 29, 2016.
  17. ^ "Proper nutrition through meal planning". November 11, 2015. Retrieved December 29, 2016.
  18. ^ "Bear Brand Laki Sa Gatas: Advocating good nutrition". PhilStar. Retrieved November 19, 2016.
  19. ^ "BEAR BRAND Gives TIBAY to Kids of Sibul". Nestlé Philippines. Nestlé Philippines. Retrieved December 14, 2016.
  20. ^ "Bear Brand reinforces 'tibay' through 'Ang Alamat ng Matibay' children's book". Inquirer Business. November 20, 2014. Retrieved December 3, 2016.

Further reading[edit]