Tara to market Müller's milk products in Israel
New front in milk market: Dairy signs agreement to market, distribute German milk brand in Holy Land. By end of 2007, company to market yogurts, delicacies under brand name, attempt to eat into Danone, Yoplait's market share
The agreement will grant Tara an exclusive franchise to produce and market Müller's products in Israel, as well as additional technological knowledge in manufacturing and developing new products, with a focus on premium products.
By the end of 2007, Tara will launch and market Müller's yogurts and delicacies in Israel.
The franchise and know-how agreement was signed between Müller representatives and Tara CEO Zeev Kalimi, Ronny Kobrovsky, president of The Central Bottling Co. Ltd. (Cocal Cola), and Muzi Wertheim, chairman and owner of The Central Bottling Co. The Central Bottling Co. will continue to control Tara.
Müller is a private company which manufactures a large variety of milk products, cheeses and deserts. Müller is currently the leader of the yogurt market in Britain and is considered that no. 2 brand in Germany and Italy.
Largest dairy in Europe
Müller is considered the second biggest yogurt company after Danone in the rest of Europe as well. The company reportedly owns the largest dairy in Europe, which is located in northern Germany.
In addition to the white yogurt and fruit yogurt category, Müller also offers white milk products, rice pudding, probiotic yogurts, enriched yogurts, deserts, and more.
Müller products include Müllerlight (low-fat products, including yogurt delicacies, fruit delicacies and deserts), Müllerice (cream products with rice in various fruit flavors), Müller Corner and Müller Healthy Balance (yogurts with additions), Vitality Müller (probiotic drinks and yogurts), Müller Amore (rice yogurt delicacies), and Müller Children's Range (yogurt and jello products for children).
According to Tara CEO Zeev Kalimi, the strategic connection between Müller and Tara is a vote of confidence in Tara as a key player in the milk product market by one of the world's leading milk companies.
"We were looking for a partner in order to obtain advanced technological knowledge in development and particularly in product innovation. We are certain that we will bring the Israeli public a lot more innovations in a number of categories, and aspire to place the first Müller products on the shelves by the end of 2007," he said.
