Marmum Dairy eyes increased market share with new product launches

Published October 11th, 2009 - 08:37 GMT

Marmum Dairy Farm, a subsidiary of Dubai Investments and one of the leading dairy brands in the UAE, has expanded its product range with the launch of a new line of flavored yoghurts and fruit juices.


Marmum has launched four new flavors of fruit yoghurt – Apricot, Peach, Strawberry, and Blue Berry – to complement its existing range of Full Cream, Low Fat, and Skim yoghurts. The UAE-based company has also strengthened its presence in the fruit juice segment by introducing two new juice flavors, Guava and 8-Vitamin Mixed Berry, with the launch of a third flavor, Strawberry, expected to hit the market in late October.


“Marmum’s aim is to become the No.1 dairy brand in the UAE, and by expanding our range of dairy products and fruit juices we are seeking to capture a larger share of the domestic market,” said S R K Raju, General Manager of Marmum Dairy Farm. “Since Marmum is already well-established in the yoghurt segment, we decided to take advantage of our yoghurt equity and extend our presence to the fast-growing desserts segment by launching a new range of fruit yoghurts.”


“We have similarly reinforced our fruit juice product line as part of our strategy to offer more choice to consumers. Our new 8 -vitamin Mixed Berry juice, for instance, is an all-natural product that offers a nutritious option to health-conscious consumers, helping them build up their resistance powers to overcome the current challenges to healthy living,” Raju added.


The fruit yoghurts are priced at AED 1 for a 125 gm pack, while the fruit juices carry a price tag of AED 8 for a 1.75 litre pet bottle.


Marmum products are rich in vitamins and are 100% natural, with no artificial colors or flavors added. Production at the Marmum farm is fully automated; from the milking stage through bottling, the entire production process is carried out in a closed environment with no human intervention whatsoever, thus ensuring product safety.


The first HACCP-certified dairy farm in the UAE, Marmum Dairy Farm is one of the country’s largest dairy farms with an annual production of 20 million litres. Marmum boasts a diverse portfolio of milk, cream and yoghurt products available in more than 2,500 outlets across the UAE.

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