Steve Umidha @steveumidha
Milk processor Brookside Dairy has launched a new line of yoghurt targeting children between three and 12 years in a deal with Walt Disney that will see the firm use images of the popular Disney-owned Marvel cartoon characters.
The Dairy Fresh kid’s range of dairy products which comes in 150 and 250ml quantities and comprises flavoured yoghurt, white milk and flavoured milk is aimed at growing dairy products consumption, especially yoghurt, in the country.
Consumption of yoghurt has been increasing among Kenyans, according to findings done in June by global market Intelligence Company, Euromonitor International, which predicts that overall yoghurt and sour milk products category currently dominated by Brookside Dairy, will grow at a compound annual growth rate of three per cent in sales in the next three years.
The latest move by Brookside is expected to boost that growth, with the firm’s marketing director Oliver Mary betting on the partnership which will see packs featured with characters like Frozen, Sofia the First, Spider-man among others to lift the company’s revenues.
“Dairy Fresh is our strongest brand currently associated with kids, our new range is tailor-made for kids,” he said. High disposable income, shifting consumer eating habits as well as promotion of yogurt as substitute product for dessert are some of the factors that have been cited for that growth.