Beauty and bone health might not seem like the most natural pairing, but in Singapore, a new milk product does double duty by offering both functional benefits in the same product. Fonterra’s High Calcium Fat Free Milk features four times the amount of calcium found in regular milk - an attribute clearly highlighted on the package with easy-to-spot milk glass icons. This product is also enhanced with other essential bone-building nutrients, such as magnesium, zinc and vitamin D. But Fonterra broadens the milk’s reach even further by adding collagen. Although there is no explicit link of collagen to beauty, the connection is implied. And the targeting certainly makes sense, as bone and skin health are both important considerations for women. There is no overt female targeting on the product, but the functional benefits make its target audience apparent.