Hochwald looking to strengthen Middle East market

17-Feb-2020 - Last updated on 17-Feb-2020 at 10:57 GMT

Hochwald is presenting its portfolio and concepts at Gulfood in Dubai this week.

Hochwald Foods GmbH, Germany’s second largest dairy cooperative, said it is accelerating its efforts of targeting consumers in search of healthy on-the-go dairy products in the Middle East region.

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 said.

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 said its dairy portfolio already complies with the tax standards.

Alexander Harig, head of marketing and growth markets, business unit consumer products international, said, “All our dairy beverages and snacks, whether it is a flavored 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.”

Hochwald said it has also been adapting its portfolio to attract younger consumers and those who have 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,” Harig added.

“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.”

Hochwald’s flagship brand Bonny recently launched a new packaging design to attract younger shoppers while maintaining the strong local consumer base.

The company is presenting its portfolio and concepts at Gulfood in Dubai this week.