Kreol Travel Retail has secured distribution rights for Fonterra milk products, focusing primarily on Anchor milk powder in India and selected GCC countries for the immediate future.

 

Fonterra’s multi-national dairy business is based on producing added value dairy products from high quality milk, through a co-operative of more than 10,000 farmer shareholders in New Zealand. As the world’s largest exporter of dairy products, Fonterra can be found in 140 countries and is now set to make further in-roads into travel retail with Kreol as its partner.

 

“We will be concentrating on Anchor Milk Powder tins and pouch packings as a first step,” says A.S.Lal, CEO of Kreol Trading Establishment (pictured). Commenting on the Arabian Gulf market, he adds, “Some of the top dairy brands share a notable presence on supermarket shelves because of their high quality. Fonterra is one of them.”

 

Lal also sees India as a promising market, quoting the country as the world’s largest producer of dairy products and also the largest consumer.

 

“With the Indian economy growing at a steady pace and the rise in purchasing power, more people are able to consume dairy products on a regular basis. Yet the dairy sector in India is in serious need of modernization. If the impediments to its development are left unaddressed, there will be a serious supply/demand mismatch which could turn India into a substantial importer of milk and milk products.”

 

Lal went on, “Milk powder is an essential commodity in travel retail in the Arabian Gulf and the Indian subcontinent, unlike their counterparts around the globe. Travellers are familiar with major brands and it is a must-carry-home item!

 

“We are very excited to be a channel partner of Fonterra. We have a dedicated team, from shelf merchandising to developing marketing strategy, to logistics in the Indian subcontinent and GCC countries. We also undertake customizing of displays for better visibility.”

 

Aamir W. Mehdi, Operations Director of Fonterra, adds, “We are keen to increase our market share in travel retail and are committed to our association with Kreol Trading which we expect will open a wider customer base to our Anchor brand milk powder.”