Best of Milk.. Best of Life

MILKANA

Milkana is a processed cheese brand that provides premium tasty cheese using the best of milk for you to enjoy the best in life.

It was introduced to the Egyptian market back in mid 90s and is owned by Mashreq Des Produits Laitiers (MDPL) and it was subsidized by Groupe Soparind Bongrain known for its world class cheese expert with over 40 subsidiaries worldwide.

Milkana has re-launched its processed cheese product in the Middle East market with a new look, a new taste and a new positioning.

Milkana is determined to provide its customers and consumers with premium quality and service.

Introduction

Historical Timeline

1992

Mashreq Des Produits Laitiers was founded as a part of Unilever Egypt

operations in the form of a joint venture between Rachid Group and Unilever Worldwide. I t was name

was Fine Foods Company.

2000

Unilever sold MILKANA brand around the globe to the

French Bongrain SA

2003

Birth of Bongrain Deutschland which included Unilever

Bestfoods Deutschland of Milkana and Bresso Cheese

Brands..

2004

Bongrain SA signs a 550 million Euros multi-currency syndicated credit facility to optimize financial

structure

2008

Bongrain SA number one branded cheeses in Germany;

Europe's biggest cheese market.

2009

Milkana became one of Germany's premier cheese brand and

alongside are international brands present in the world's major

markets, the group's premium brands such as Caprice des Dieux,

Coeur de Lion, Saint Agur and Tartare are exported to numerous

countries.

2010

In Germany, Milkana, the N degree 1 cheese spread is

available in there varieties such as Gouda, Emmental and Wurzig and cheese goes in the oven with

Ofen-Menu de Saint Albray

2011

Milkana won a Russina gold medal

at the Prodexpo trade fair.

Local Products

TRIANGLE PROCESSED CHEESE

Description:

Smooth creamy texture easy to spread on sandwich.

Delicious irresistible taste loved by children and family members.

Contains basic nutritional elements.

Premium quality products made by French expertise.

Adorable character loved by children.

Produced using UHT technology.

Local Products

SQUARE PROCESSED CHEESE

Description:

Smooth texture with fresh and creamy taste.

Produced from fresh milk. Fortified with Calcium,

Phosphorus and Vitamins A &B. Used in different cooking

recipes.

Local Products

SPREAD

Description:

Rich and creamy taste.

40 years of quality.

Different flavors for your choice.

Easy open/close pack.

Local Products

CREAM CHEESE

Description:

Rich and creamy cheese used by renowned local pastry shops and restaurants.

Easily opened and closed that is convenient for chefs.

Used in different cooking recipes.

Local Products

SPREAD TUB

Description:

Rich and Creamy taste made from natural butter and not from vegetables oils.

Easy to spread on sandwiches. Different and tasty flavors that suit

your needs. Attractive packaging with easy

open/close pack technique.

International Products

SPECIALTY CHEESE

Description:

French specialty cheese with premium quality.

Brought to you using our French expertise

Two different types of cheese that are popular amongst consumers; Brie and Camembert

International Products

DAIRY DESSERTS

Description:

Fruitty dairy desserts with a wide range of flavors to satisfy different taste

Small convenient packaging for your delight

Irresistable taste loved by all

International Products

KIDZ YOGHURT

Description:

Yummy kids yoghurt with new tasty flavors that includes strawberry, banana and raspberry

Convenient size to suit kid’s appetite

Funky new design with attractive colors

International Products

KIDZ DAIRY MILK

Description:

Delicious dairy drink with two yummy flavors.

New innovative packaging and designs guaranteed to be loved by children.

Healthy and nutritious that includes four basic nutrients; Proteins, Iron, Calcium and Vitamins for your child’s health

Market Shares / Acquisition

2003 - Acquisition from Unilever Bestfoods Deutschland of Milkana and Bresso cheese brands. With the Edelweiss factory at Kempten in Bavaria, which produces them, it is an industrial tool of excellent quality which will help Bongrain SA to continue its development in the principal cheese market in Europe.

2006 – Milkana began the construction of its facilities with a total investment of 9 million Euros and occupying area of 16,355.48 m2, this produces processed cheese and it is expected to reach production capacity of 3,300 tons and generate annual turnover of above 130 millions.

2009 - Géramont is Germany’s premier cheese brand. With its French Saint Albray and Fol Epi brands and the German brands Bresso and Milkana, n°1 of the processed spreads, the Group holds 10 % in value of Europe’s largest market for cheese.In Belgium, launching of Balade Choco, first chocolate spread to be kept refrigerated.

Market Shares / Acquisition

2011 - Egyption Mashreq Des Produits Laitiers (MDPL) a subsidiary of French Group Soparind Bongrain, has appointed Abbar Foods – a subsidiary of Abdullah Mahmud Abbar and Sons Group as its sole and exclusive distributors of Milkana cheese in Kingdom of Saudi Arabia.

Top Competitors

Strategies vs Competitors

Essentially buoyant markets

Active on all continents and offers high added value products adapted to both the taste and habits of local consumers and the specifics of its markets.

Satisfy wide-ranging expectations and the specific features of each market

Technical partner to the food trade which provides quality solutions, combining convenience, speed and ease of use through products with appropriate packaging and shelf life.

The choice of innovation and quality promoted by strong brand names

Because tastes, food cultures and modes of consumption are very different from one country to another, it offers products that are adapted to the specific nature of each market. In this way, it has been able to attain strong local positions on its chosen segments in each of the countries where it is established.

References

WEBSITES

a. BONGRAINhttp://www.bongrain.com/en/home.html

b. BONGRAIN SA HISTORY/ACQUISITIONShttp://www.bongrain.com/getFile.php?Id=1621

c. MILKANAhttp://www.milkana-me.com/

d. BONGRAIN FINANCIAL AND EARNINGS ESTIMATEhttp://www.4-traders.com/BONGRAIN-5217/financials/