DANO^® homes in on a desert market
thirsty for milk
North Africa is the latest destination for Arla Foods milk powder with the arrival of the DANO^® brand in Algeria one of the world’s five biggest milk powder markets.
Rapid market growth, increasing accessibility and large families make Algeria a land of great potential for DANO^®. Faced with a strong tradition for milk consumption by the 33 million consumers, Algeria’s own dairy farmers can today meet just 10% of national demand. That, along with the growing consumer emphasis on quality and safety, has created all the right conditions for the DANO^® milk powder launch.
The sky-rocketing demand for milk powder means DANO^® sales so far have way exceeded all expectations. As Algeria now feels the effects of an acute milk shortage, Arla Foods has responded by donating 180,000 DANO^® samples to schools in the nation’s poorest provinces samples that were otherwise earmarked for the DANO^® launch campaign.
"Some 65,000 to 70,000 tonnes of retail-packaged milk powder are sold in Algeria a year. Our aim is to establish DANO^® as a high quality, healthy milk product for the whole family, rich in calcium, vitamins and proteins," says brand manager Michael Lundtoft.

"The strategy is to gain a rapid foothold in the milk powder market and then start driving the category through innovation and segmentation."
To lead the market drive, Arla Foods has appointed Anwar Mahfoudhi as country manager based at a new representative office in Algiers. The respected local distributor DIMO is responsible for sales and distribution, initially in Algiers and two other major cities in the region. To start with DANO^® is available in a 500g pack and 125g sachet.

Eye-catchers
An extensive marketing campaign the biggest yet for a dairy launch in Algeria is underway. Eye-catching television commercials, radio spots, bus banners and other outdoor and press advertising have all contributed to the strong early response from consumers.
"We have had a fantastic start," says Michael Lundtoft. "The stores have received the product well, and we have already experienced many repeat orders."