Arla Foods' Saudi Arabian subsidiary, Danya Foods, has launched a new milk-based snack called Hayya. The snack has a pudding-like texture that comes in three flavours - chocolate, vanilla and strawberry.
The product, which is eaten straight from the triangular Tetra Pak packaging, is made from Danish milk powder and is being produced at Danya Foods' manufacturing plant in Riyadh.
The product is being sold under the groups' Power Cow brand. The Power Cow range features milk-based products including processed cheese and various snack products.
"Since the launch of the brand five years ago, sales have seen significant advances," said Power Cow business unit manager Torben Nielsen. "This emphasises the need for products especially for kids."
Hayya is being targeted at children between the ages of four and 12. Nearly 47% of Saudi Arabia's 22 million population is under 14, and no similar product is available at present in the Saudi Arabian market.
Consumer tests have shown a strong interest in the product and the launch of Hayya has been supported by a hard-hitting campaign.