Business & Money | Sunday 12 March, 2017 8:00 am |

Yoplait also leads the Kids’ Yogurt segment with 43.4 % value share

 Yoplait – part of the Abu Dhabi-based Agthia Group’s Consumer product portfolio – has significantly reinforced its position as a key player in the UAE value-added yogurt market (defined as the aggregate of non-plain yogurt products).

With a value-share jump from 10.3 % to 11.1% in the fruit yogurt segment and from 35.8% to 43.4% in the Kids’ yogurt segment, Yoplait has become the fastest growing brand amongst the top-ten players in the value-added yogurt market according to the latest data from AC Nielsen.

Petits Filous, the Yoplait Kid’s yogurt brand, has established itself as the clear leader in its segment, with a growing distance from the no.2 player.

In the case of the fruit yogurt segment, the brand today has established itself at no. 3 value-wise, while quickly closing the gap with leading market players that have been active in the market for years.

This impressive overall performance has been achieved in spite of challenging market trends, with the value-added yogurt market being impacted by the overall economic slowdown – in conditions that favour a move towards economic options and an overall decrease in consumption frequencies.

Mr. Fasahat Beg, Agthia Group’s Executive Vice President - Water, Beverages and Dairy Businesses, commented: “Yoplait’s performance this year is due to its strong and unique position in the consumer mind space. Agthia has been successful in building upon the brand’s global popularity, by locally developing a unique line that excites and brings joy to the people of the UAE. Each new product introduced as part of our constantly growing portfolio, is carefully developed to meet the needs of the local palate. Meanwhile, we persistently invest on brand-building via focused communication that fuels awareness as well as equity.”

Mr. Beg added, “We are also pleased to see the consumer acceptance and resulting demand for Yoplait in the Fruit Yogurt segment and in the Kids’ segment with our Petits Filous offering. With continued investment in introducing consumer-relevant products and a deep understanding of the local market, we look forward to achieving our long-term vision of becoming the market leader in the value-added yogurt market.”

In a bid to strengthen its position in the upcoming months, Yoplait is gearing up to leverage its current popularity and expand its footprint by introducing exciting new flavors to complement its core range. “We plan on offering products of a superior sensory profile, based on high-quality and wholesome ingredients to take indulgence a step further in our category,” said Mr. Beg, further adding: “Yoplait’s current products after thorough trials, will be further refined and perfected.”

About Agthia Group:

Agthia Group is a leading Abu Dhabi based food and beverage company.  Established in 2004, the Company is listed on the Abu Dhabi Securities Exchange (ADX) and has the symbol “AGTHIA”. 51 percent of the Company’s shares are held by Senaat (General Holding Corporation), an Abu Dhabi Government entity, with the balance held by retail and institutional investors. The Company’s assets are located in the UAE, Oman, Egypt and Turkey. Agthia offers a world class portfolio of integrated businesses providing high quality and trusted food and beverage products for customers and consumers across the UAE, GCC, Turkey and the wider Middle East. More than 3,000 employees are engaged in manufacturing, distribution and marketing various food and beverage products: Water (Al Ain, Al Bayan, Alpin natural spring water); Flour (Grand Mills); Animal Feed (Agrivita); Juices (Al Ain Fresh, Capri Sun); Dairy (Yoplait). An Emerging Businesses unit includes tomato paste, frozen vegetables, fruit puree, and baked goods.