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MANILA, Philippines – For decades, Tang has dominated the powdered beverage category in the Philippines. Leadership, however, does not guarantee immunity from change.
Markets evolve. Consumers evolve. Categories fragment. I sat down with Mondelēz International Philippines managing director Aleli Arcilla, recently conferred an honorary Mansmith Sales Masters Award, to discuss Tang’s strategic reset for 2026.
Question: Let me begin with an existential question. If powdered beverages disappeared tomorrow, what would Tang’s right to exist be?
Answer: In a country where nutrition always takes a back seat to fulfillment and cost of food, Tang’s right to exist will be rooted in the refreshment it provides that comes with vitamins and minerals. All packaged together in an affordable and refreshing glass. Tang offers Vitamins C, D and Zinc—nutrients that support good health and which most families do not have access to.
