DMK repositions as part of Vision 2030
Germany’s largest dairy group, Deutsche Milchkontor (DMK Group) is repositioning itself and its brands as part of its “Vision 2030”. In May, its range of protein-rich products was successfully put under a common concept roof. DMK Group will be extending this approach to two further product groups in September.
The DMK Group’s focus on product solutions, which offer real added value, has already led to success in the domestic market, the company says. Lifestyle and healthy nutrition, as well as the topic of protein, are important trends through which the market for protein-rich products continues to grow. Milram now focuses on a motive, which is often the main driver in the combination of sport and good nutrition: to look good and to show it.
“In conjunction with a fresh, Nordic design we are targeting a broad target group with our protein range, which is consciously eating and enjoying exercise,” explained Matthias Rensch, COO of the brand business unit at DMK Group. “We are showing that our strategy can create impulses in many categories and reach new, younger target groups.”
One example is Milram Skyr cheese, with 30% protein. Sour milk cheese with Skyr cultures will appear in two practical formats: as a bite to cut for bread and salad or as a mini for a healthy snack. By embedding it in the new protein range, Milram should appeal to new, younger buyers in the actually stagnating market for traditional sour milk cheese. While general sales decreased last year, products with a protein focus increased significantly.
In addition to the Milram Skyr cheese, Milram Skyr & Smoothie is another innovation on the protein market. The superfood smoothies in the double chamber mug also want to conquer health-conscious people.