The Power Of Generations: A Father-son Legacy Behind The Milo Truck

KUALA LUMPUR, June 25 (Bernama) -- The iconic MILO truck, a familiar sight at school fields, sporting events and community gatherings nationwide, represents more than a nostalgic beverage for many Malaysians.

For Jeffridin Jaafar and Muhammad Junaidi Hakimi, it is a tale of legacy - one that brews quietly through everyday moments, shaped by the bond between father and son, and by a shared mission to serve more than just a cup of goodness.

Known as Abang MILO, the father-son duo has become local favourites, serving the classic green MILO drinks while embodying values of community connection and shared purpose.

Jeffridin began his career with Nestlé in 1996 as a supermarket promoter and  in 2008, he took on the role of Abang MILO, a title that would go on to influence not only his career but also the path of his young son. 

Muhammad Junaidi, then just three years old, grew up watching his father serve smiles and nourishment from the back of the iconic green truck.

Today, Muhammad Junaidi, now an adult, walk proudly in his father's footsteps, serving the same communities that once welcomed him as a child.

“The first time someone called me Abang MILO, it felt like I had become part of something meaningful. It’s more than a job title, it’s a bond with the community,” he said in a statement issued by Nestle. 

For Jeffridin, the MILO truck remains a nostalgic symbol for many Malaysians, and their reactions upon seeing one are always heartwarming.

“Children run towards us with excitement. Adults smile with recognition. Even pregnant mothers almost never walk past without stopping. They often say they’ve been craving this all week. It shows just how deeply MILO is woven into Malaysian life,” he said. 

For Muhammad Junaidi, it is the joy in the little moments that makes the role fulfilling.

“Sometimes all it takes is a free cup of MILO to brighten someone’s day. You see it in their expression, that spark of happiness,” he shared.

Between them, the pair have attended countless events, but it is the small, emotional moments that stand out.

“I remember once, after a local football match, the winning team gathered around the MILO truck. They raised their cups together, like a mini victory toast. That moment stuck with me not just because of the win, but because MILO was part of it. That sense of belonging stays with you,” Jeffridin recalled.

The pair are also actively involved in MILO Malaysia Breakfast Day (MBD), an annual event that promoted  healthy living and family unity through physical activity which they have participated in multiple editions of the event held across the country.

“One year, we saw a father lift his child onto his shoulders for the final stretch of the run. The crowd cheered them on as they crossed the finish line together. That was the essence of MILO MDB's strength, unity, and moving forward as a family,” Jeffridin said.

With more than 60,000 participants already recorded in Putrajaya, Johor, Penang, and Kuantan, the 2025 edition of MILO MDB continues to inspire active lifestyles and meaningful family moments.

The final two legs of the MILO MBD 2025 series will take place in Terengganu and Kedah this August, marking the conclusion of a nationwide initiative aimed at promoting active lifestyles and family togetherness.

Registration for the upcoming events will open on July 4 via www.milo.com.my.

-- BERNAMA