Arla moving into Israeli markets

Arla Foods is putting more of its brands onto Israel supermarket shelves, according to a recent report.

The Danish dairy giant has now put its Fetina cheese brand on shelves, joining its Lurpak spreadable butter. The products are distributed through G. Willi-Food International, according to website www.haaretz.com. Arla began distributing Lurpak in the country five years ago. Plans are afoot to move into the white and yellow cheese market in Israel, with its brands backed by television advertising. “Our goal is to be one of the three largest platers in the quality cheese market,” says Jan E. Pederson, Arla’s Middle east regional director.