Best of Milk.. Best of Life MILKANA
Dec 22, 2015
Best of Milk.. Best of Life
MILKANA
Milkana is a processed cheese brand that provides premium tasty cheese using the best of milk for you to enjoy the best in life.
It was introduced to the Egyptian market back in mid 90s and is owned by Mashreq Des Produits Laitiers (MDPL) and it was subsidized by Groupe Soparind Bongrain known for its world class cheese expert with over 40 subsidiaries worldwide.
Milkana has re-launched its processed cheese product in the Middle East market with a new look, a new taste and a new positioning.
Milkana is determined to provide its customers and consumers with premium quality and service.
Introduction
Historical Timeline
1992
Mashreq Des Produits Laitiers was founded as a part of Unilever Egypt
operations in the form of a joint venture between Rachid Group and Unilever Worldwide. I t was name
was Fine Foods Company.
2000
Unilever sold MILKANA brand around the globe to the
French Bongrain SA
2003
Birth of Bongrain Deutschland which included Unilever
Bestfoods Deutschland of Milkana and Bresso Cheese
Brands..
2004
Bongrain SA signs a 550 million Euros multi-currency syndicated credit facility to optimize financial
structure
2008
Bongrain SA number one branded cheeses in Germany;
Europe's biggest cheese market.
2009
Milkana became one of Germany's premier cheese brand and
alongside are international brands present in the world's major
markets, the group's premium brands such as Caprice des Dieux,
Coeur de Lion, Saint Agur and Tartare are exported to numerous
countries.
2010
In Germany, Milkana, the N degree 1 cheese spread is
available in there varieties such as Gouda, Emmental and Wurzig and cheese goes in the oven with
Ofen-Menu de Saint Albray
2011
Milkana won a Russina gold medal
at the Prodexpo trade fair.
Local Products
TRIANGLE PROCESSED CHEESE
Description:
Smooth creamy texture easy to spread on sandwich.
Delicious irresistible taste loved by children and family members.
Contains basic nutritional elements.
Premium quality products made by French expertise.
Adorable character loved by children.
Produced using UHT technology.
Local Products
SQUARE PROCESSED CHEESE
Description:
Smooth texture with fresh and creamy taste.
Produced from fresh milk. Fortified with Calcium,
Phosphorus and Vitamins A &B. Used in different cooking
recipes.
Local Products
SPREAD
Description:
Rich and creamy taste.
40 years of quality.
Different flavors for your choice.
Easy open/close pack.
Local Products
CREAM CHEESE
Description:
Rich and creamy cheese used by renowned local pastry shops and restaurants.
Easily opened and closed that is convenient for chefs.
Used in different cooking recipes.
Local Products
SPREAD TUB
Description:
Rich and Creamy taste made from natural butter and not from vegetables oils.
Easy to spread on sandwiches. Different and tasty flavors that suit
your needs. Attractive packaging with easy
open/close pack technique.
International Products
SPECIALTY CHEESE
Description:
French specialty cheese with premium quality.
Brought to you using our French expertise
Two different types of cheese that are popular amongst consumers; Brie and Camembert
International Products
DAIRY DESSERTS
Description:
Fruitty dairy desserts with a wide range of flavors to satisfy different taste
Small convenient packaging for your delight
Irresistable taste loved by all
International Products
KIDZ YOGHURT
Description:
Yummy kids yoghurt with new tasty flavors that includes strawberry, banana and raspberry
Convenient size to suit kid’s appetite
Funky new design with attractive colors
International Products
KIDZ DAIRY MILK
Description:
Delicious dairy drink with two yummy flavors.
New innovative packaging and designs guaranteed to be loved by children.
Healthy and nutritious that includes four basic nutrients; Proteins, Iron, Calcium and Vitamins for your child’s health
Market Shares / Acquisition
2003 - Acquisition from Unilever Bestfoods Deutschland of Milkana and Bresso cheese brands. With the Edelweiss factory at Kempten in Bavaria, which produces them, it is an industrial tool of excellent quality which will help Bongrain SA to continue its development in the principal cheese market in Europe.
2006 – Milkana began the construction of its facilities with a total investment of 9 million Euros and occupying area of 16,355.48 m2, this produces processed cheese and it is expected to reach production capacity of 3,300 tons and generate annual turnover of above 130 millions.
2009 - Géramont is Germany’s premier cheese brand. With its French Saint Albray and Fol Epi brands and the German brands Bresso and Milkana, n°1 of the processed spreads, the Group holds 10 % in value of Europe’s largest market for cheese.In Belgium, launching of Balade Choco, first chocolate spread to be kept refrigerated.
Market Shares / Acquisition
2011 - Egyption Mashreq Des Produits Laitiers (MDPL) a subsidiary of French Group Soparind Bongrain, has appointed Abbar Foods – a subsidiary of Abdullah Mahmud Abbar and Sons Group as its sole and exclusive distributors of Milkana cheese in Kingdom of Saudi Arabia.
Top Competitors
Strategies vs Competitors
Essentially buoyant markets
Active on all continents and offers high added value products adapted to both the taste and habits of local consumers and the specifics of its markets.
Satisfy wide-ranging expectations and the specific features of each market
Technical partner to the food trade which provides quality solutions, combining convenience, speed and ease of use through products with appropriate packaging and shelf life.
The choice of innovation and quality promoted by strong brand names
Because tastes, food cultures and modes of consumption are very different from one country to another, it offers products that are adapted to the specific nature of each market. In this way, it has been able to attain strong local positions on its chosen segments in each of the countries where it is established.
References
WEBSITES
a. BONGRAINhttp://www.bongrain.com/en/home.html
b. BONGRAIN SA HISTORY/ACQUISITIONShttp://www.bongrain.com/getFile.php?Id=1621
c. MILKANAhttp://www.milkana-me.com/
d. BONGRAIN FINANCIAL AND EARNINGS ESTIMATEhttp://www.4-traders.com/BONGRAIN-5217/financials/