Müller white cheese. Based on yogurt
Photo: Yossi Selis
Müller joins Israeli cheese market
German brand expands to new category with low-fat soft white cheese which will be manufactured, marketed in Israel by Tara dairy
Ready for new white cheese? The Müller dairy is about to join the Israeli cheese market. The German brand's new product will be manufactured and marketed in Israel
by the Tara dairy.
The new product will be called "Müller White Cheese" and will be based on yogurt. It will have 5% and 9% fat and will be sold in 250-gram (0.55-pound) containers.
The Tara dairy has already marketed yogurt cheeses with 3% fat in the past. The Tnuva and Strausaa dairies have also marketed cheese and cottage cheese with yogurt.
According to Müller, the cheese includes higher concentrations of calcium and vitamin D, an addition of dietary fibers and low sodium levels, and will cost about NIS 7 ($1.85).
The turnover of the entire Israeli cheese market is valued at NIS 530 million ($142 million), and the main players in the white cheese category are Tnuva, Strauss and Tara. Müller says it hopes to grab some of the competitors' market share, but that its main goal is to expand and revive the cheese market.
Indeed, the cheese and yogurt market appears to be enjoying a revival. Tnuva recently launched two new low-fat products – "cottage cheese with yogurt" and "cheese with yogurt" – sold in 200-gram (0.44-pound) containers.
