Arla Foods has announced that it has reached a licensing agreement with Kraft Heinz to use the Kraft brand for its recently-acquired cheese business in the Middle East.
As a part of the agreement, Arla will use the Kraft branding for the next 12 years across its cheese portfolio.
The deal excludes Macaroni & Cheese, and packaged food products that combine cheese and other food items.
Leader In The Cheese Category
Commenting on the agreement, executive vice-president of Arla’s international zone, Tim Ørting Jørgensen, said, "Combining the Kraft cheese portfolio with our own Puck range will make us a leader in the cheese category, as we can offer customers and consumers the two strongest cheese brands in the market."
The markets where the branding will be applicable under the agreement include Bahrain, Iraq, Israel, Jordan, Kuwait, Lebanon, Libya, Mauritius, Oman, Palestine, Qatar, Saudi Arabia, Syria, UAE, Yemen, and Seychelles.
Other terms of the license agreement have not been disclosed.
In December of last year, Arla announced plans to acquire Mondeléz International’s processed cheese business in the Middle East and North Africa (MENA).
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.