FDBusiness.com

Yoplait Group of France has granted exclusive franchise rights for the manufacture and distribution of Yoplait branded fresh dairy products, starting in UAE and later expanding in the rest of the GCC, to Arabian food producer Agthia Group.

The partnership with Yoplait is in line with Agthia’s business diversification strategy and marks Agthia’s entry into the dairy segment. Agthia will commence manufacturing and distribution of Yoplait branded products by the end of 2011, joining Yoplait’s network of franchised partners like General Mills in the US, National Foods in Australia, Ultima Foods in Canada, and Bing Grae in Korea.

Yoplait is the number two brand worldwide in the fresh dairy product category, with a number one position in key markets like the US and Australia, and a number two position in France, Canada, Korea, and Ireland. Through its franchise system, over the past 40 years, Yoplait has developed the brand globally with well established local partners. Yoplait branded products are currently marketed in over 75 countries.

“Yoplait is the number two brand in fresh dairy product market worldwide. International development is strategic for us, therefore we chose Agthia as a partner in the GCC,” explains Lucien Fa, chief executive of Yoplait. “We have no doubt this new relationship will be efficient to develop the presence of our brand in the GCC region.”