LOF owns several well-known brands, among which Kun has long become a beloved companion of millions of Vietnamese children through the LOF 

KUN animated channel and the Kun Marathon running event.

Great Vision Stemming from a Business Philosophy: Committed to Creating Value with Love

In July 2024, LOF International Milk marked a significant transformation by rebranding from IDP to LOF. As part of its corporate restructuring, LOF impressed consumers and the community by unveiling a new logo and brand positioning centered on the business philosophy: “Committed to Creating Value with Love.” From this point forward, LOF aspires to become the leading food and beverage company in Southeast Asia, offering trusted and beloved brands, high-quality products that meet international standards, and contributing to the development of physical, intellectual, and emotional well-being for a healthier and more compassionate community. To achieve this vision, LOF has implemented a strategic approach focused on continuous product innovation to diversify its portfolio and meet consumer preferences. The company positions itself beyond the beverage industry, expanding into the food sector as well. Leveraging its strength as a company that applies international standards from operations to product quality, LOF has made bold investments in state-of-the-art European-imported production technology, making its factories some of the most advanced production facilities in the region. With a manufacturing capacity exceeding 1 billion liters per year, LOF has established itself as a dominant force in the market. Currently, LOF operates three manufacturing plants that meet international standards such as FSC 22000, ISO 45001, and Halal certification. These plants, located in Ba Vì, Củ Chi, and Bầu Bàng (Bình Dương), fully integrate Industry 4.0 automation into their production processes. LOF’s unique and differentiated business strategy has enabled the company to achieve sustainable growth, even amid economic challenges. In 2023, LOF recorded a revenue of 6,700 billion VND. By 2024, the company reported a total annual revenue of 7,658 billion VND, reflecting a 15% increase year-over-year.

LOF Reaps Success with New International-Standard Products

In addition to well-known brands that have been on the market for many years, such as Kun Fruit, Kun 100% Fresh Milk, Kun Drinking Yogurt, and Kun Japanese Probiotic Yogurt, in just six months of late 2024, LOF International Milk has achieved remarkable success with newly launched product lines.

In October 2024, the “Bright Eyes for a Brighter Future” public health campaign, initiated by the Ministry of Health and supported by Kun Doctor from LOF International Milk, received overwhelming support from millions of parents nationwide. With Kun Doctor, LOF commits to placing children at the center, pioneering breakthrough nutritional solutions for Vietnamese children, and accompanying parents in caring for their children's health and development.

Kun Doctor is a pioneering product, providing scientifically advanced nutrition solutions for Vietnamese children with three specialized products: Kun Doctor Eye Max, containing the golden duo of Lutein and Zeaxanthin, helps to protect and maintain eye health while preventing the harmful effects of blue light; Kun Doctor Colostrum, providing double protection with high levels of 24-hour colostrum rich in IgG antibodies, combined with 2’-FL (HMO), a prebiotic structurally similar to nutrients found in breast milk, enhancing children's immune systems; Kun Doctor Grow Plus+, a highly effective nutrition formula for malnourished and stunted children, clinically proven to support weight gain and height growth within four weeks. Following Kun Doctor, the LOF Nut Milk product line, carefully crafted from nature's finest nutrients, has become highly favored by consumers, especially women. LOF Baby Corn Milk, made from 100% fresh baby corn, features a naturally sweet and crunchy taste, enriched with vitamin B6 and double the fiber, providing a healthy energy source, strengthening immunity, and enhancing natural endurance. Another factor that makes LOF Baby Corn Milk a consumer favorite is its diverse range of appealing flavors, including LOF Nutritious Baby Corn Milk, LOF Baby Corn & Lotus Seed Milk, LOF Baby Corn & Black Sesame Milk, LOF Nutritious Lotus Seed Milk, and LOF Nutritious Multi-Grain Milk. All LOF nut milk products are naturally formulated, with a mild sweetness and a smooth, rich taste unique to each variety. LOF Baby Corn Milk is expected to become a top product in the nut milk market. Kun Rice Crackers from LOF International Milk, upon launch, received enthusiastic consumer reception due to their distinctive taste and international-standard quality. Kun Rice Crackers are made from premium Japanese rice varieties and processed using advanced Japanese technology. The state-of-the-art baking process, combined with a carefully developed powder formula and precise baking temperature control, ensures a crispy texture while preserving the authentic taste of rice crackers, perfectly suited to consumer preferences. A newcomer from LOF International Milk that made a strong impression in 2024, especially among children, is Kun Kun Jelly. Kun Kun Jelly has become LOF’s fastest-growing product in 2024, currently leading the milk-with-jelly segment and gradually expanding to international markets, becoming a trusted and beloved product among Vietnamese children.

Kun Doctor by LOF is a pioneering nutritional milk product, integrating advanced nutritional science with modern technology to nurture the health of Vietnamese children according to their specific physical needs.

LOF Promises Many Seasons of Success in the International Market

Beyond Cambodia and Indonesia, LOF International Milk is implementing a strategy to expand further across Southeast Asia and enter key markets such as Japan, China, and South Korea. In Cambodia, LOF products currently rank second in the market, with the Kun brand becoming the most beloved children’s brand and gaining strong trust from mothers. This rapid growth has propelled LOF into the Top 4 Most Reputable Food Companies in 2024, as recognized by Vietnam Report. LOF is also the only dairy brand honored by Forbes in the Top 25 Leading Brands of 2024. On the international stage, LOF was recognized as one of the Top 10 Most Trusted Brands in Asia 2024, awarded by the Asia Top Trusted Brand Awards 2024 (ATTBA) in Jakarta, Indonesia.

Achieving great success with its new products, LOF has solidified its position as one of Vietnam’s leading dairy producers.

Source: Lê Kiên - Sức Khỏe & Đời Sống Magazine