Biggest ever launch in the Middle East
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- 29 January 2004
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Arla Foods’ Overseas Division is currently rolling out its biggest ever launch in the Middle East - Puck cheddar flavoured processed cheese in glass containers.
The new product is being launched simultaneously in six markets, Saudi Arabia, the United Arab Emirates, Kuwait, Bahrain, Oman and Jordan under the Puck brand, one of Arla’s strongest international brands and one of the Middle East’s largest dairy brands.
Produced at Bislev Mejeri in Denmark, the Puck brand is the Middle East’s undisputed market leader in the “white” category and has a long-standing reputation for its white, mild, processed cheeses supplied in glass containers.
”Competition within processed cheese in glass containers is getting tougher all the time,” explains Jesper Jæger, Business Unit Manager for Puck in Saudi Arabia. “Rather than adopting a wait-and-see approach, we have chosen a pro-active stance by attacking the cheddar segment which is currently dominated by Kraft and the local competitor, Almarai.”
Massive marketing drive
The launch is supported by a massive marketing drive in all focus markets. “This secures the necessary support and generates cost synergies, especially with regard to the satellite channels, which are available across the entire region,” says Product Manager Lotte Kragelund, who is responsible for the detailed planning for Kuwait, Bahrain and Jordan.
Product Manager Patrick Mardini from Arla NFPC, Arla Foods’ joint venture in UAE adds:
”As retail trends are towards fewer but larger purchasing units, there is unlikely to be room for three large brands of processed cheese in glass containers. Consequently it’s crucial that we’re able to supply our customers with exactly those products that consumers demand.”
Ambitious growth targets
As the new launch was preceded by extensive strategic considerations about the Puck brand, the move will be followed by other initiatives aimed at achieving Puck’s ambitious growth targets.
“As consumers in the Middle East are generally conservative, we wanted to maintain our position as “the mild product that comes from pure nature. In product terms, this means that we’re launching a product that differs significantly from Kraft”, says Jesper Jæger, Business Unit Manager for Puck in Saudi Arabia.
Puck cheddar flavoured processed cheese in glass containers is produced at Arla Foods’ dairy in the Saudi capital Riyadh.
Arla Foods is an international dairy company owned by 9,700 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.