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a shop attender stands next to a shelf with delamere products-FILE
BY KORIR JUMA,NAIROBI,8TH JUNE 2017-.Delamere, the leading brand in Fruit Yoghurt segment in Kenya has announced the expansion of its product offering, as it seeks to strengthen its market share in Kenya and become the market leader in Africa.
The launch of the new range of fruit yoghurt is part of the company’ strategy to double its sales and increase its current market share of 67% in the fruit yoghurt segment. Delamere brand marks 90 years in the Kenyan market.
The new Delamere fruit yoghurt variants come in four flavors which include Premium Vanilla, Pear, Caramel, Strawberry and Lemon Biscuit. The yoghurts will be packed in various sizes from 100- 450ml cups, 3ltrs’ bottles and tetra packs.
“This is a major milestone for the Delamere brand which has a rich heritage. For the first time in Kenya, customers will be able to have affordable fruit Yoghurt which has always been very expensive. Our goal is to increase the consumption of Yoghurt which is still very low compared to other countries in Africa, by giving customers reasonably priced varieties and quality yoghurt”,” Said Oliver Mary, Marketing Director, Delamere Dairies.
He added: the company has heavily invested in research and development and the launch of this products today is largely driven by customer feedback.”
To meet the growing demand in the yoghurt segment, the company has invested in two automated machines for packing of the new cup Delamere yoghurts. These measures are geared towards strengthening its number one position in Kenya and looking outwards to Africa in the near future. The company has also aligned its distribution channels to ensure that customers across Kenya will be able to access the product at a retail outlet close to them.
Speaking during the launch event, Kenya Dairy Board Managing Director Margaret Rugut said, “The dairy products market generates 70% of the 40,000 jobs in Kenya and hence contributes a significant percentage growth of the country’s GDP. Demand for dairy products in Kenya is increasing by the day, we are glad that players like Delamere are stepping in to fill the demand and give consumers more choices”.
Delamere was the first Yoghurt to be launched in Kenya in 1927 and is currently the leading brand in the fruit Yoghurt segment in Kenya.