Hochwald’s Bonny future in the Middle East

Hochwald Foods, a German dairy co-operative, will accelerate its efforts of targeting consumers in search of healthy on the go dairy products in the Middle East region, it says. Market and consumer dynamics have been changing in the Middle East region with busier lifestyles. This is driven especially by lifestyle changes for women in Saudi Arabia, the biggest market in the region, thereby driving increased out-of-home and on-the-go consumption, the company says.

As a mean to reduce obesity in the region, local authorities imposed a sugar tax on beverages containing high sugar levels such as carbonated soft drinks, energy drinks and dairy beverages with less than 75% milk. Hochwald’s dairy portfolio already complies with the standards. “All our dairy beverages and snacks, whether it is a flavoured milk drink, an iced coffee or a drinkable yogurt, come in convenient packaging, contain at least 75% milk and are produced in Germany and the Netherlands. We believe in the purity of fresh cow’s milk, which is why we don’t use milk powders or vegetable oils during production for most of our products,” notes Alexander Harig, head of marketing and growth markets, Consumer Products International business unit at Hochwald.

Meanwhile, to counteract changing demographics and consumer habits in the region, Hochwald has also been adapting its portfolio to attract younger consumers and those who increased their out-of-home consumption. “As part of our strategy we aim to provide our consumers with anytime-dairy-products available for different occasions. Whether it is on- the-go, in the office, at home with the family or with friends in a café, we constantly evolve our Bonny brand portfolio in order to fulfil our consumers’ needs. For example, we see significant potential in addressing our consumers through various channels and formats, which is why we advanced our current concept of evaporated milk in the Middle East by providing a milk specially made for professional tea shops and cafés – Bonny for Chai,” Harig states.

Furthermore, Hochwald’s flagship brand Bonny just launched a new packaging design to attract younger shoppers while maintaining a strong local consumer base. Consumers revealed in local market research that the new brand design has just the right balance between keeping traditional, recognizable equities and rejuvenating the brand. Premium appeal, consistency across the portfolio and clear visualisation of the USP “made from 100% fresh cow’s milk” will support easier shopper orientation and consumer satisfaction. Hochwald presented its portfolio and concepts under its market leading brand Bonny at the Gulfood in Dubai recently.

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