DMK reveals multi-pronged branding strategy

DMK Consumer is launching a diverse product portfolio to include flavoured milk designed for children, lactose-free milk, vitamin D milk, as well as barista milk for the foodservice sector

DMK marketing manager MENA FZE Daniel Deliano
DMK marketing manager MENA FZE Daniel Deliano

DMK Consumer is embarking on a new multi-pronged branding strategy, an interview during Gulfood 2017 revealed, launching a diverse product portfolio to include flavoured milk designed for children, lactose-free milk, vitamin D milk, as well as a barista milk for the foodservice sector.

Apart from continuing to promote its premium brand Oldenbuger, DMK is also focusing expansion efforts on Rose, its mainstream brand for the mid-market retail and foodservice sectors. 

"For Oldenburger, we are working on moving the perception of the consumer towards our added value product portfolio, especially in the GCC," DMK marketing manager MENA FZE Daniel Deliano told Caterer Middle East.

"We have launched a flavoured milk for kids, with packaging design targeted more towards children. The recipe, compared to what you can find in the market, has less sugar and the product is made of fresh milk."

DMK managing director for MENA/Africa/India and Pakistan Eusebio Gonzalez added: "Throughout the year, we are planning to launch more value added products. For example, we are doing lactose-free milk, vitamin D milk. In relation to foodservice, we are doing a barista milk, targeted at coffee shops, with a nice foam on capuccino, latte, macchiato."

Deliano added that due to hotels placing an emphasis on "on the go" products, its range of flavoured milk, UHT and lactose-free milk will come in convenient 200ml packaging. 

For the mid-market segment, Deliano introduced Rose, a brand which is "dedicated to the local hero." Currently already a market leader in several countries, Rose offers processed cheese and milk products, including milk powder, with DMK revealing plans to eventually expand the product range for both retail and foodservice sectors. 

"This is the just the beginning of the road," Gonzalez concluded.

 

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