KENYA – Eastern Africa’s largest dairy processing company, Brookside Dairy Limited, has introduced a new range of fortified whole milk dubbed Plus+ under its main brand Brookside.
The new UHT offering comes packed with fibre and vitamin A & D, aimed to give consumers nutrients that may otherwise be lacking in their diets.
Kenya has a long history of food fortification, dating back to 1972 when voluntary salt fortification started.
Mandatory legislation on salt iodization was enacted in 1978 which paved way for compulsory fortification of wheat flour, maize flour, vegetable oils and fats.
Milk fortification in the country is still a voluntary undertaking by manufactures, with players such as Brookside heavily investing in their new product and development endeavours with the aim of availing nutritious products.
In addition to launch of Plus+ fortified milk, the dairy processor has undertaken a line extension of its lactose free milk with launch of new half litre pillow pack, an addition to the 1L boxed offering launched last year.
The lactose free milk targets consumers who are lactose intolerant, giving them a chance of enjoying milk consumption without experiencing any discomfort that ranges from diarrhoea, painful gas, bloating, cramps, and other stomach upsets.
Lactose Intolerance is a common digestive problem affecting about 70% of the world’s adult population due to inadequate production of lactase enzyme which diminishes as one gets older.
Brookside’s lactose free milk competes for market share in the Kenyan market alongside products by Bio Food Products and state-owned New Kenya Cooperative Creameries.
In West Africa, The Coca-Cola Company owned CHI Limited, has introduced Hollandia Lactose Free Easy to Digest Milk and Hollandia Zero Yoghurt which is lactose free.
Meanwhile, South Africa’s Lancewood satisfies the dairy cravings of its customers with its low fat, lactose free yoghurt coming in three flavours i.e., plain, strawberry and tropical fruit.
The international scene is dotted with innovative launches from a raft of companies such as General Mills, Danone, Amul Dairy, Fonterra, Fairlife brand, among others.
According to Mintel, product launches with some type of a lactose claim added up to 6% of all dairy launches in 2009.
A decade later, the share is already over 12%. Euromonitor International’s analysis has projected that the dairy category is expected to reach US$10.1 billion by 2022.
The highest share of lactose free products tends to be in product categories where there is presence of established dairy alternatives i.e., milk and yoghurt.
According to the market research, lactose free milk is projected to have a compound annual growth rate (CAGR) of 7.6% from 2017 to 2022 while lactose-free yogurt is forecasted to exhibit growth of 6.8% during the same period.
Brookside’s new lactose free milk is an addition to its wide range of products that include fresh milk, long-life milk, fermented milk, yoghurt, flavoured milk and butter sold under its brands Brookside, Delamare, Ilara, Tuzo and Molo Milk.
Other than serving the Kenyan market, thee company has expanded its influence into more than 12 countries, priding itself to have more than 200,000 farmers in East Africa, delivering milk to it each day.
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