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Feeling good in Slovenia
European debut for HOWARU™ Premium Probiotics from Danisco.
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Consumers in Slovenia are feeling the benefits of Danisco's HOWARU™ Premium Probiotics in a new range of fat-free yogurts, yogurt drinks and dairy desserts from one of the region's top dairy product manufacturers Ljubljanske Mlekarne. The first European launch of a product series based on HOWARU™, a major marketing campaign is underway to draw maximum consumer attention to the "feel good" range.
How are you - Kako Si?
Ljubljanske Mlekarne has named its range Kako Si?, the Slovenian translation of HOWARU™ - pronounced "how are you". Each of the products bears the HOWARU™ logo on its striking packaging. In addition to the Slovenian market, the licence agreement allows the dairy company to use the probiotic strains HOWARU™ Bifido and HOWARU™ Rhamnosus in several of the surrounding countries.
Probiotics product manager at Danisco, Siegbert Philipp is delighted with the agreement. "The introduction of HOWARU™ on a European market is an important step forward for the rollout of our premium probiotic concept and follows up the successful launch by South Africa's leading supermarket chain Woolworths last year," he says. "Woolworths quickly experienced a considerable increase in sales of yogurt made with HOWARU™ - a success we hope to see repeat itself for Ljubljanske Mlekarne."
Health benefits
Recent clinical studies of the HOWARU™ range document the strain has a positive effect on the immune system. This and the consumer-friendly name were key factors in Ljubljanske Mlekarne's decision to use HOWARU™.
"We needed a culture with as much proof of positive effects on the health and well-being of consumers as possible," says Marija Porovne, director of R&D and marketing at Ljubljanske Mlekarne. "Only the HOWARU™ culture was found to meet these criteria. The marketing potential of the HOWARU™ name also contributed to our final decision."
Marketing campaign
Kako Si? yogurts, drinking yogurts and desserts make convenient, delicious and fat-free snacks that target the health-conscious, active and sporty. After an initial teaser campaign, which simply asked the question "How are you?, TV spots, billboard advertising, flyers and a new Kako Si? website are now conveying the full wholesome message to consumers.
About Ljubljanske Mlekarne
Ljubljanske Mlekarne is a leading manufacturer of fresh and long-life dairy products, cheese and ice cream in Slovenia and on the markets of neighbouring countries. Exports account for a third of company sales, which totalled 170 million EUR in 2003.
More info
For further information contact Siegbert Philipp, Product Manager (Probiotics) on phone + 49 4661 602 114.
See also http://www.kako.si/
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