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Fonterra’s Anchor dairy arrives in Ethiopia and Australia

New Zealand’s oldest dairy brand, Anchor, has appealed to new markets in Ethiopia and Australia with its range of milk powders and Anchor creams for various market groups.

Developing highly nutritious, top quality dairy products for new markets has allowed product innovations to dictate Anchor’s market position and the success from which the consumer brand can be further developed. 

According to Fonterra’s Global Brands and Nutrition Managing Director, Rene Dedoncker, “Ethiopia is the second largest population in Africa with close to 100 million people and the fastest growing economy in the world. However, despite the staggering economic growth more than 40 per cent of its population are malnourished and lack access to affordable nutrition.”

Fonterra worked with the Food and Nutrition Society to ensure that its products provided children with essential nutrients that would otherwise be missing from their diet.

The final production, packaging and distribution of the new Anchor product was completed at a far lower cost due to Fonterra’s joint venture with NZ local partner Faffa Foods.

Dedoncker believes that there is an opportunity to put cream on the weekly shopping list by motivating customers to buy it all year round and package it in cook-friendly formats.

The new range of Anchor cream will be available exclusively in Woolworth’s supermarkets across Australia, where the chilled cream category is worth over $300 million despite a decline in the number of fresh cream purchases.

Innovative bottle sizes designed to ensure precise pouring and easy measurement have also been added to the Australian market. Dedoncker believes that Fonterra’s experience in driving growth in the culinary market places it in the perfect position to capitalise on the Australian opportunity. 

This partnership, in conjunction with the 10-year contract to supply fresh white milk for Woolworths Select, is designed to help strengthen Fonterra’s partnership with the Australian retailer, said Fonterra. 

 

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