The curious case of Dairy Omung by Engro Foods

Engro Foods has emerged as the biggest and fastest growing company of Pakistan in past few years. Olper’s milk, O’more Ice cream and Tarang tea whitener are the best selling brands of the company with recent addition of Dairy Omung.

Price Comparison:

Generally tetra pack milk is expensive as compared to fresh milk prices. The Reason being obviously pasteurization and packaging cost but it’s worth it due to increased shelf life. Dairy Omung encourages public (particularly housewives) to purchase tetra pack milk instead of fresh milk by offering it at a low price.

• Liter pack of Dairy Omung= Rs 65

• Liter of Fresh Milk =Rs 70-75

• Liter pack of Milk by other Brands =Rs 85 (including Engro Foods brand Olpers )

All is well till now as you’ll be impressed that Engro Foods is such a nice company and it is facilitating consumers by offering a commodity in daily use at such low price. In love with Engro 🙂

Product description:

The tagline of Dairy Omung says “saf aur sehat baksh, fikar k bagher”( pure and healthy, without being worried), “sehat bhi bachat bhi” ( health and saving together) etc in the print and TV ads, cleverly avoiding the word ‘milk’. The tetra pack of Dairy Omung mentions it is actually UHT Dairy Liquid.

Dairy Omung UHT Dairy Liquid

UHT stands for Ultra high temperature or ultra heat treatment, a common method used for pasteurization. What’s confusing is the term Dairy liquid which even Wikipedia and Google fails to define.

Surprisingly Dairy Omung packaging informs about the ingredients too while every other tetra pack milk doesn’t do so. Dairy Omung contains Milk Solids, Dairy Fats, minerals and Stabilizers while Engro foods other brand Olpers Milk don’t have an ingredient list.

Engro Dairy Omung Ingredients list

Now this is suspicious isn’t it? The product is actually still to be defined ‘Dairy Liquid ‘not just packaged milk and it comes with ingredient list too. Confused?

Company’s Perspective:

Engro food’s website informs that Dairy Omung has been sourced from pure milk & it is an alternative to milk that is packed with the same amount of proteins and nutritional content as pure milk. (Aha! So it not just packaged milk)

On another site company says that the product targets homemakers aged 25-35 belonging to Sec B, who consume Loose Milk and are responsible for the health and well being of their family. Omung is a Dairy Liquid that offers them Value for Money so they can “Rise up to a better life”.

So you should be rising up to life by consuming Dairy liquid Omung which is for people belonging to Sec B (WTH is Sec B? people who consume Fresh milk/loose milk?). It means those who consume tetra pack milk belong to Sec A? I am confused :S

Dairy Omung is actually Tetra pack Milk?

It is evident that the company itself is not hiding the fact that the product is not pure milk but an alternative of it. The problem is the explanation is not reaching the masses. People consider Omung as inexpensive tetra pack milk which obviously it isn’t. How many of the housewives will bother to inquire about what exactly a dairy liquid is? General perception is that the company is offering Omung at such competitive price because it is not full cream milk as Olpers.

Whatever the case may be it is consumer’s right to know what they are buying and if the product appears as milk it should be milk not an alternative of it (which is only mentioned on the website instead of the pack).

16 thoughts on “The curious case of Dairy Omung by Engro Foods”

  1. According to different food laws in Pakistan, milk can only be claimed to be milk if it has a certain amount of fat and SnF %age. While Milkpak and Olper’s etc fulfill these requirements as mentioned by another person below (Fat 3.5%, SnF 9%), Dairy Omung, Dairy Pure etc are termed Dairy Liquids because they have 3% fat and roughly 7% SnF. They are still derived from Dairy sources, are not synthetic, and do not use vegetable fat from any part of the world as mentioned by the food technologist below. It is a form of skimmed milk, but since skimmed milk has its own definitions in food laws, these dairy liquids fall between regular UHT milk and low-fat milk such Nesvita.

    Now food laws are applicable on these big companies, but not on Doodhwalas. So you do not know what the doodhwala gives you, how much fat it has, if it actually is milk. Whereas these Dairy products from Engro Foods and Shakarganj etc are far superior to the gawalay ka doodh and are actually derived from dairy sources. Its only a matter of opinion but I dont think these are good products considering ke kitnee zyada mehngai ho gai hay aur gawalay ke doodh mein pata nahi kya kya milawat ki jaati hay.

    Anything you find in a tetra pack carton is UHT treated hence safe from bacteria etc etc etc.

    Again as per wrongly mentioned by the food technologist below, Whiteners such as Tarang/Tea Max are very different from Dairy Omung, Gro Aur etc.

    You can read up on food laws in Pakistan such as Punjab Pure Food Laws and PSQCA etc.

  2. Hina thank you for writing it. I just hope people can understand exactly what you are saying. I am a food technologist myself who has worked for different dairy companies on food development. You might want to add after Engro’s success, Haleeb Foods also launched “dairy Pure”. The fact that these companies can not use the word “milk” on their labels and their ads is because is NOT milk. Anything that does not have milk solids and milk fat is not milk. For everyone’s kind information. Dairy Pure, Omung, Tarang all these products are whiteners. They use milk solids bought from USA and mix it with vegetable fat from malaysia. They are not using real milk. They MAKE milk in their industries. That is what Hina is trying to explain.

  3. now a days Milk Pak by nestle is being sold on Rs. 85. is the same as Dairy Omung, not fresh collected milk / pasteurized milk. it is Milk made by “Milk Solids”. what the hell is this. on the pack they written “daily 190,000 farmers se ikhatha kia jata hay”.
    In the same way they have they changed the formulation of Nestle FRUITA VITALS. from launched to years it was 100% pure fruit juice. now the pack written approx “25% real juice” on Red grapes, approx “35% real juice” on apple pack same on others. every one is looting us. and we love to be looted. we don’t observe. don’t read any thing before purchase.

  4. Actually, what you buy from milkmen is not exactly ‘milk’ – as defined by the government regulations. A liquid is supposed to be called milk if it contains the said ingredients in a specific ratio. Milkmen add God knows what to the milk in addition to water / neela thotha / chinese cream powder etc. Thus, the final ‘product’ that reaches you via milkmen can hardly be called as Milk. There is a protein test used by milk companies such as Milkpack / Olper’s etc. that a fluid must pass in order to be accepted as milk.

    What Engro Foods does is that it takes that fresh ‘milk’ from the milkmen, treats it to remove harmful bacteria, preserves it, packages the same and sells the product. This dairy liquid is then safe to consume for the masses…particularly 20 – 30 age strata. Much better than khula doodh.

  5. being a food technologist the term u using dairy liquid is not have the same meaning as you define the term is defining the composition in comparable to milk dairy omang contain less fat and less milk solids than other milks milk solids refers to SnF which means soluble solids non fat which is 10% and in other they are at 14% fat is less then 2% milk is good to consume for adult people not for infants according to nutritionist milk consumed by children should have 3.5 % fat and 14% SnF while adult should consume milk with low amount of fat just

    thanking you

  6. Can any body safely tell use the answer of two questions.
    1) Is “Daily Omung” milk or not a milk.
    2) Is is as good as milk or any side effect.

  7. In dairy omung’s advertise, the girl says: “Khulay dood k muqablay mei khatarnaak jaraseem se mehfooz”… she just compares the dairy omung to open and un-pasteurized milk. It is same as I say, pack biscuit is safer than an un-packed one. Biscuit is an under-estimation, because milk in general is a very perishable beverage, it attracts pathogenic microbes when it is not pasteurized. But once it is pasteurized, the milk’s natural microbes become a line of defence against pathogenic bacteria. Milk sold in open is never pasteurized and should only be consumed fresh.

    When I saw the advertisement for the very first time, I understood that the milk is not pasteurized one. And the facts presented in the article confirm my suspicion.


Leave a Reply