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Article: How you like it: Mary Carmichael investigates the ways in which clever branding, smart marketing and adding value are boosting the somewhat uninspiring basic image of milk.(Milk)
- Article from:
- Grocer
- Article date:
- September 6, 2003
- Author:
CopyrightCOPYRIGHT 2003 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Milk is one of the world's most established foods--and that is its main problem. The white liquid is the ultimate of commodity purchases and the market is saturated, so producers and processors are forced to come up with some new ideas.
Figures on volume and value differ, because milk is available through so many channels. Arla says the value of total fresh milk has grown 2.2% year-on-year, driven by price moves and premiumisation, however, Ed Roberts, marketing director of Dairy Crest's liquid business unit, says the average consumer drinks 26% less milk than 20 years ago. If that trend continues, he says, the category will shrink by 70m [pounds sterling] over ...
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... ... loch, it is the [pounds sterling]20 million 'castle ... and famous. For [pounds sterling]25,000 per week ... heiress to the Tetra Pak milk carton fortune. The ... grandfather founded the [pounds sterling]5 billion Tetra Pak ...
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