22 April 2014 www.revista-piata.ro
Overall the category, innovation appears most visible in yogurt and cheese segments.
Zuzu brand leads in the pasteurized milk segment, with a market value share of 29.5% as well as the total milk market – UHT and pasteurized milk – with a market value share of 21.1% in September 2013. Expansion in the yogurt category included Albalact in the top three producers in this segment, we hear from the company’s representatives, quoting A.C. Nielsen, September 2013, as source. Similarly, development of the cheese portfolio has taken the company in county of Alba to the second position among the producers active in this segment. Albalact is market leader in table butter and sour cream categories, with De Albalact brand.
“Albalact is a company which never stops investing and innovating, simply because innovation plays a huge part in the success of any product”, explains Cristina Miclea, Marketing Director with Albalact. “For the time being we are preparing our future campaigns, we target a mix of shelf information, visibility, tasting actions, and special projects with the big retailers. Furthermore, we continue our cooperation with the traditional retail, with projects with target enhanced visibility for our products in this sale format.”