Anchor, New Zealand’s oldest dairy brand, has entered Ethiopia and Australia with products geared to market needs.
Anchor Fortified Milk Drink is a milk powder specifically formulated to provide families in the emerging Ethiopian market with access to affordable high quality dairy nutrition.
Across the Tasman, the new range of Anchor creams in Australia – Anchor Pure Cream; Anchor Thickened Cream; Anchor Light Thickened Cream – is aimed more to the country’s foodie and culinary culture.
Fonterra’s Global Brands and Nutrition MD Rene Dedoncker says the ability to appeal in two very different markets shows the power of the Co-operative’s everyday nutrition brand Anchor.
“The launch in Ethiopia is an exciting opportunity with our first real move from a consumer brand perspective into Africa and gives us an opportunity for a future regional play,” says Fonterra’s Global Brands and Nutrition MD Rene Dedoncker.
“Ethiopia is the second largest population in Africa with close to 100 million people and the fastest growing economy in the world.”
“However, despite the staggering economic growth more than 40% of its population are malnourished and lack access to affordable nutrition.”
Fonterra worked with the Food and Nutrition Society of Ethiopia to ensure that its Anchor Fortified Milk Drink provides children with the essential nutrients they may be missing from their daily diet.
One glass contains more than 30 nutrients that help a child’s growth and development, including protein, calcium, vitamins A and D, iron and zinc.
These nutrients are deemed essential by the Food and Nutrition Society of Ethiopia as part of a recommended daily diet for Ethiopian children as they improve bone and tooth health and are important for muscle and nerve functions.
“Affordability is paramount and we’ve partnered with local food processor Faffa Foods to ensure we keep costs low and get our Anchor Fortified Milk Drink out in Ethiopia,” said Dedoncker.
Australia
The new range of Anchor cream will be available exclusively in Woolworth’s supermarkets under a 10 year contract to supply fresh white milk to the Australian retailer.
The range features an innovative bottle designed specifically for cooking.
Bottles come in exact one (250ml) and two cup (500ml) sizes to help make following a recipe hassle free.
Markers have also been added to the side of the bottle, just like butter, to ensure precise pouring and easy measurement.
Asia Pacific
New Anchor products have also recently been launched in Sri Lanka, China and New Zealand where the brand already has a strong foothold.
In Sri Lanka consumers are now enjoying the goodness of Anchor in a liquid format, complementing Anchor’s milk powder range.
Anchor Liquid Milk is made with milk sourced from Sri Lankan dairy farmers and comes in a convenient one liter ultra-high temperature pack.
Fonterra’s China business has recently launched the upgraded Anchor Skim Milk, aiming to change the notion that skim milk does not taste as good as whole milk.
In New Zealand the popular kids’ yoghurt Anchor Uno which is now available in a pouch format is proving a hit with consumers.
The three flavors that Anchor Uno is available in are outselling the main competitor in the pouch format which has nine flavors.
Anchor Uno is growing market share in the kids’ yoghurt category and now sits at 66%.
