According to a Kenya dairy industry report, the dairy industry in Kenya is one of the largest and refined in Africa. With an estimated 5 billion liters of milk produced in the country, the dairy industry is an important player in the economic and nutritional aspects of the Kenyan population.
Yoghurt consumption in Kenya has been greatly considered as a health option and an everyday snack for the office, a great post-workout snack and a yummy & healthy snack for kids in school but due to the common perception of its high cost, it is mostly popular in Kenya’s urban centers and very little is consumed in rural areas.
The real fruit variety is also consumed by few owing to its prices. There are, however, great variety of yoghurt types in Kenya and recent developments in the dairy processing firms in Kenya has seen introduction of real fruit yoghurts besides the natural flavored yoghurts in the Kenyan market.
With this, Delamere, the leading brand in Fruit Yoghurt segment in Kenya since 1927, has today announced the expansion of its product offering, as it seeks to strengthen its market share in Kenya and become the market leader in Africa.
With the launch of the new range of Delamere fruit yoghurt as part of the company’s strategy to double its sales and increase its current market share of 67% in the fruit yoghurt segment, Kenyans can continue enjoying one of the country’s most beloved yoghurt brands without breaking their wallets.
As Delamere brand marks 90 years in the Kenyan market, they have introduced new Delamere fruit yoghurt variants that come in four flavors which include: Premium Vanilla, Pear, Caramel, Strawberry and Lemon Biscuit.
The yoghurts will be packed in various sizes from 100- 450ml cups, 3ltrs’ bottles and tetra packs giving so much more variety for kids to carry to school, adults to carry to the office and families & loved ones to enjoy at parties, events and gatherings. They also come in very fair prices which range from Kshs 40 to Kshs 120. This will ultimately see more Kenyans add the new products to their daily shopping list.
Speaking at the launch, Oliver Mary, Marketing Director, Delamere Diaries said that this bold move is a major milestone for the Delamere brand which has a rich heritage. He said that their goal is to increase the consumption of Yoghurt which is still very low compared to other countries in Africa, by giving customers reasonably priced varieties and quality yoghurt. He said that the company has heavily invested in research and development and the launch of this products today is largely driven by customer feedback.
To meet the growing demand in the yoghurt segment, the company has invested in two automated machines for packing of the new cup Delamere yoghurts. These measures are geared towards strengthening its number one position in Kenya and looking outwards to Africa in the near future. The company has also aligned its distribution channels to ensure that customers across Kenya will be able to access the product at a retail outlet close to them.
Kenya Dairy Board Managing Director Margaret Rugut said that in Kenya, the dairy products market generates 70% of the 40,000 jobs in Kenya and hence contributes a significant percentage growth of the country’s GDP. The demand for dairy products in Kenya is increasing by the day and as consumers, this step ensures that players like Delamere step in to fill the demand and give consumers more choices.
The new Delamere yoghurt brands will soon be available for consumption from leading supermarkets, retailers and wholesalers countrywide.
