Arla has arrived in Algeria
Following its entry into the Chinese market, Arla’s next strategic commitment within the milk powder area is in Algeria. A few days ago, the Dano brand arrived in stores in this North African country, one of the world’s largest milk powder markets.
”Like the rest of North Africa, Algeria is a growth market which has been overshadowed by developments in Asia,” Frede Juulsen, Executive Director, BU Milk Powder, says. ”The country has a large milk consumption and domestic production cannot cope with demand. We, therefore, see great opportunities to develop an interesting business here.”
The push into Algeria is part of the strategy of channelling milk powder into profitable brands rather than selling it as a commodity product. Dano arrived in stores in Algiers a few days ago and will shortly be available in the cities of Oran and Setif. In early March, the launch will be followed up by an advertising campaign on TV, radio, newspapers and on posters on buses. Focused on health values, the campaign also includes the distribution of 90,000 samples.
”Regardless of whether you’re a parent in Sweden, Denmark or anywhere else, your ambitions are the same. You want to feel secure and you’ll do everything you can for your child’s development,” says Frede Juulsen. ”On the basis of our focus on food safety, and the high quality of our products, we can contribute to just that. I’m confident that our expertise will help us develop the entire market.”
Algeria’s milk consumption is rising to the tune of 8 per cent per annum and totals approx. 3.5 billion kg. Retail packed branded powder products account for approx. 0.6 billion kg, which ranks Algeria among the world’s five largest markets for milk powder. |