Arla Foods has decided to donate 180,000 product samples of DanoŽ milk powder to schools in Algeria’s poorest provinces. The gesture comes at a time when Algeria is suffering an acute shortage of milk.

“The products were originally intended for a campaign to tempt more consumers into buying Dano milk powder,” says Michael Lundtoft, who is responsible for the marketing of DanoŽ. “However, in view of the current situation, we thought we would donate the samples to charity.”

Since the launch of DanoŽ in January, the milk powder has become extremely popular with sales running well above expectations. At the same time, Algerian demand for milk powder has increased dramatically since milk in bags, a special and inexpensive product, has disappeared from the shelves following a dispute about pricing.

“The milk shortage combined with the overwhelming reception given to Dano has meant that we’ve been

• The DanoŽ distribution is being organised in partnership with Forem, an independent organisation which is highly respected in Algeria. Forem is involved in health promotion and publishes research that is often influential with regard to the national health system in Algeria.

• Arla Foods Algeria and Forem has signed an agreement about further possible co-operation on issues concerning social environment in Algeria.