It aims to promote, primarily among mothers, the nutritional importance of milk and the value of drinking at least two glasses a day to children four- to eight-years old based on nutrients found in milk and the make-up of the average diet.

The launching was held at the Padre Valerio Malabanan Elementary School in Lipa City, Batangas, led by Mayor Vilma Santos Recto, who attended the first of two separate learning sessions for hundreds of mothers and their schoolchildren.

Currently the Bear Brand celebrity endorser, Recto’s partnership with Nestlé and Bear Brand is based on her roles as a local government executive concerned over health and nutrition, as a mother herself, and as a figure who is highly respected by mothers and families.

The partnership is a continuation of Nestlé’s collaboration with the mayor, with both having jointly implemented programs on solid waste management, livelihood, and nutrition in the Southern Tagalog city.

Nestlé has a factory in Lipa manufacturing breakfast cereals for Association of Southeast Asian Nation (ASEAN) markets and Milo and Nescafe in jars.

Recto, in a media briefing, said that when it comes to nutrition for children, milk is the single best food that can help them grow physically and mentally, with carbohydrates, proteins, vitamins, and minerals — particularly calcium for strong bones and teeth — nearly all the basic nutrients that a growing child needs.

She urged mothers not to compromise their children’s health as their No. 1 priority, especially in difficult times. The mayor noted that the cost of two glasses of milk a day is only R13, a very good investment in their children’s physical and mental development, as well as present and future health.

Nestlé Philippines Inc. Chairman and Chief Executive Officer Nandu Nandkishore said that Laki sa Gatas, as a corporate social initiative, is part of Nestlé’s global direction of championing health, nutrition, and wellness, given its heritage of providing high-quality and nutritionally sound food, its scientific R & D network, and continuous commitment to add benefit and value to consumers. "All these factors," he said, "have contributed to make Bear Brand the best-selling milk in the Philippines."