(L-R) Delamere Dairy’s Group COO, Faiz Taib (Left), Kenya Dairy Board MD, Margaret Rugut and Delamere Dairies Marketing Director Oliver Mary, during the launch of Delamere Fruit Yoghurt new brand portfolio

Kenyan milk brand Delamere has not only turned 90 but also rolled out a a new range of fruit yogurt as part of its strategy to double sales and increase its current market share of 67%.
Part of Kenya’s largest milk processor, Brookside Dairy, the brand has launched two new yoghurt flavours in a bid retain control.
“We plan to make a lot of investment including branding through aggressive media advertisements and billboards in the city to extend our lead in the market which now stands at 67 per cent. There is no major competitor so far but we want to be indisputable leaders in the market by 2021,” said Oliver Mary, the firm’s marketing director.
Brookside acquired rival milk processor Delamere about a decade ago in its expansion quest.
While Delamare is still a Kenyan brand, Brookside has plans to expand other regional yoghurt brands like Uganda’s Dairy Fresh.
Yogurt consumption among Kenyans is still relatively small compared to its African counterparts. This can be changed by providing reasonably priced and high quality fruit yogurt, something which Brookside Marketing Director says Delamere is committed to providing.
At the moment, Brookside remains a major player in the regional milk market after a series of brand acquisitions that leaves the firm a top the formal milk market above the New KCC and Kiambu-based Githunguri Dairy.
The three largest processors now controls about 85 per cent of the market, according to analysis by Egerton University’s Tegemeo Institute.
The new Delamere fruit yoghurt variants comes in four flavors which include Premium Vanilla, Pear, Caramel, Strawberry and Lemon Biscuit. The yoghurts will be packed in various sizes from 100- 450ml cups, 3ltrs’ bottles and tetra packs.
To meet the growing demand for yogurt, the company has aligned it’s distribution channels to ensure that consumers across Kenya will have access to the product. These measures will ensure that Delamere secures it’s number one position in Kenya as they look towards expanding into Africa in general.


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