Milco, the dairy brand from National Food Products Company, has announced plans to relaunch its fresh milk and yoghurt range with a new look and taste and inclusive of new formulation, packaging and positioning.

The new formula offers itself as a high-quality product that will compete with existing brands in the market, said a company statement.

'Milco has introduced a new look and new delicious taste across the product portfolio. With a broad product line which includes fresh cow’s milk in full cream and low fat, yoghurt in full cream and low fat yoghurt, fruit flavoured yoghurts in full cream and low fat with real fruit pieces, white cheese and Labneh,' said a top official.

Scoring the best in comparison tests against its competitors, the new changes in taste and designs were tested amongst different demographic consumers across the UAE, said Mohamed Salawy, juice and dairy marketing manager at National Food products Company.

Milco has also included the new flavoured yoghurt smoothies range to its catalogue; a healthy snack option, that promotes digestion and good nutrition by having probiotic culturers vitamins and folic acid, for the health conscious consumers.

Freshly produced at the UAE-based dairy plant, Milco offers a variety of different sizes ranging from 100 gm to 3.8 kg tubs and 200 ml up to 2 litres bottles, he added.

“Yoghurt category has been moving from a couple of dominating players to a mix of several local and international brands with market shares very close to each other making it a very challenging category. Freshness and naturalness are key attributes for the fresh diary segment, making it paramount to have them reflected in our product and packaging,' Salawy said.

'That’s why we had to revisit our strategies, develop Milco’s positioning and identity to be able to compete and to satisfies the different consumer’s needs and wants,' he stated.

'Health and nutrition is what consumers are looking for in any diary product and that’s exactly what we are offering. Through proper segmentation we will provide the right solutions for every need, and will keep on building our product range using the diary category’s versatility,” Salawy added.

Milco has almost 40 years heritage within the UAE.  Established since 1973, Milco was the first dairy companies within the UAE. The brand has grown tremendously and has become one of the leading dairy brands for more than 30 years.

With a local based production, Milco guarantees fresh and high quality products with delicious nutritional values packed with the highest quality standards, making them the dairy company in the UAE to receive the ISO and HACCP certifications and is the only dairy company to be included in the top 40 Arab brands in the Forbes’ list.-TradeArabia News Service