FNB News - Parag Milk ties up with German giant Hochland Group; launches Go Almette

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DAIRY PRODUCTS

Parag Milk ties up with German giant Hochland Group; launches Go Almette

Thursday, 19 November, 2015, 08 : 00 AM [IST]

Our Bureau, Mumbai

Parag Milk Foods Ltd, a manufacturer of dairy-based foods, announced a tie-up with German cheese giant Hochland Group at a press conference held here on Wednesday. Go Almette, a new cream cheese variety, was also launched on the occasion.

Speaking on the alliance, Devendra Shah, chairman, Parag Milk Foods Ltd, stated, “With the launch of Go Almette in the country, we are broadening our portfolio of consumer health and nutrition-based products. With this co- branding, we are also embarking upon a new relationship with Hochland Group. Currently, we have launched two variants of Go Almette, original and fine herbs, in the market and we shall soon be launching other variants as well to enhance the consumer taste buds. In the near future, we will be expanding our product portfolio with an increased focus on health and nutrition products to suit the Indian palate.”

Sharing on why Hochland Group collaborated with Parag, he said, “We found Parag as a very professional partner. We are looking for new markets as the market back in Europe is saturated and India is a huge market having impeccable potential. Thus, a good opportunity for us to expand and we are happy to start.”

Johannes Rogg, division manager, new business development, Hochland SE, chipped in, “The Hochland Group was established in the year 1927, Heimankirch, Germany. We are one of the leading European cheese manufacturers with 11 plants in six countries.”

The group had a turnover of 1.3 billion Euros and total sales of 289,000 tonne last year. It has a market of upto 45% in Germany, 34% in other European nations and 21% in other than European nations.

Manufacturing of Go Almette
Go Almette is currently produced by Hochland Group in Germany. The group has an extensive hold in European nations and Russia. The latter has two of the company's huge manufacturing facilities where the cheese is manufactured.

Parag will take the responsibility of importing it and marketing it in India. The product will be available in a tub resembling the processes of cheese making. It is priced at Rs 150.

Shah observes, “Today the cheese market in India is growing and its applications are not only seen in Western foods, which we eat, like burgers and pizzas, but also menus like parathas and uttapam are offered in cheese variants. Thus, making a good ingredient for the Indian palate.”

Rogg states, “Hochland Group feels proud in extending its legacy of unique products like Almette to India with the launch of Go Almette in collaboration with Parag Milk Foods. We are one of Europe's leading cheese producers with presence in all cheese segments and are glad to be associated with Parag Milk Foods Ltd, which is one of the leading manufacturers and marketers of dairy-based branded foods cheese players of India. With the launch of Go Almette, we are looking forward to a fruitful cooperation with various possibilities to introduce new products and strengthen Parag Milk Foods Ltd position in the Indian market.”

“Since 1992, Parag Milk Foods Ltd. has introduced its four brands successfully; Gowardhan, Pride of Cows, Go and ToppUp. With the advent of time, the company grew its distribution network and gained a stronghold in south India. Today Parag has a cheese manufacturing plant for its own brands, Go and Gowardhan in Manchar, which has a capacity of 40 tonne per day. Parag has its hold with its cheese products, dominating India as second-largest cheese player with 32% of market share. Parag had milk procurement of about 0.77 million tonne and this year it is 1.50 million tonne,” states Mahesh Israni, chief marketing officer, Parag Milk Foods Ltd, in his inaugural speech.

“India is the next big market in terms of imported cheese consumption, there is growing demand driven by India's young demography who are more experimental and willing to try new gourmets. Initially, we shall be launching this product in selected major metro markets of the country starting with Mumbai. We will be expanding our reach to other tier-2 cities as well,” adds Israni.

Giving details on further promotions and campaigns, Israni informs, “We have significant plans for marketing Go Almette and will be leveraging ATL activities in association with lifestyle and sports channels, OOH and digital media. We also plan to tie-up with major ecommerce portals wherein consumers will be able to place an order online as well. With regard to the onground activities, we will be conducting instore promotions through sampling our products. We believe that the taste of Go Almette along with its innovative packaging will appeal consumers to experience this product.”