Interview: Vincent Omoth, Marketing Manager Fresh Dairy on the Rebranding of Fresh Dairy’s Pouch Yoghurt

Interview: Vincent Omoth, Marketing Manager Fresh Dairy on the Rebranding of Fresh Dairy’s Pouch Yoghurt

Fresh Dairy has also re-branded its ‘Pouch yoghurt’, following a recent re-brand of its ‘Cup yoghurt.’ What is the rationale behind this?

Fresh Dairy produces and packages yoghurt both in Cups and Pouches. We rebranded all our yoghurt as part of our strategy to satisfy the constantly changing needs of our customers while increasing market share both in Uganda and the East African region at large.

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Both the Pouch and Cup yoghurt come in five flavours to include Strawberry, Vanilla, Mango, Plain and the latest addition – Mixed Berries. While the Pouch yoghurt only comes in 400gms, the Cup yoghurt is packed in various sizes ranging from 450g, 250g, 150g to 100g cups.

What else has the re-branding of all Fresh Dairy yoghurt come with?

As part of the re-branding process, we have also improved on all our yoghurt flavours. It took us more than a year in terms of research to come up with this recipe to make sure that what we have the most preferred yoghurt in Uganda today.

The rebranded yoghurt has been packaged with the latest technology called IML. We now have the most advanced technology to pack Fresh Dairy yoghurt in Uganda, which technology enhances the product’s security features to curb counterfeits.

Tell us about the new Fresh Dairy yoghurt plant

We recently installed a fully automated yoghurt plant that processes and packs all the yoghurt we produce with minimal human contact. The yoghurt plant is worth an investment of 1.4 million dollars and has a capacity to handle 80,000 litres of yoghurt daily. We believe that there is a huge production of growth for yoghurt in the coming 10 – 20 years in Uganda, the East African Region and internationally.

Does the Fresh Dairy rebranded yoghurt have preservatives to increase on its shelf life?

All our yoghurt is free of preservatives and additives. At Fresh Dairy, we believe that good quality milk products are made from good quality milk. To this end, we have invested in stringent milk testing procedures both upstream and downstream along the entire value chain to ensure that we use high quality milk in all our products.

What are the benefits of consuming yoghurt?

Yoghurt is a healthy and nutritious snack with rich benefits for the consumer. Yoghurt is an ideal nutrition booster rich in Vitamin A, B, D, E, Calcium and Potassium.

What is the recommended retail price for the newly rebranded Fresh Dairy pouch yoghurt?

The 400gm Yoghurt pouches are currently retailing for 1,900 Ushs and can be bought countrywide from Shops, Duukas, Kiosks, Supermarkets and Tricycle Agents.

Lastly, how is Fresh Dairy supporting the local farmers?

We are currently working with over 30,000 dairy farmers in Uganda who are supported through periodical trainings in cattle feeding, disease control, proper record keeping and clean milk production. All farmers whose milk is accepted are registered and paid immediately.

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