How should I tell you?

Clotted dairy products are healthy, but this fact is rather difficult to communicate. More expensive categories show more dynamic development, but this is also a HUF 50 billion segment. Increasing health consciousness holds a lot of possibilities for this category. It is however, harder to get innovation accepted here than in a young and rapidly developing category. – We are talking about products which are part of our everyday diet and consumers expect to find these products as they have become accustomed to – says Emese Paragi, brand manager of SOLE-MiZo ZRt. In the market of dairy products, consumption of products with more added value, like cheese or milk desserts is growing the most dynamically. This is why clotted products have not been subject to much innovation. Of course, there is some innovation in this category as well. Danone is among the pioneers of healthy, pro-biotic products. The benefits of consuming these products are hard to communicate, because although they are good for our health, they cannot cure us. This distinction is quite difficult to express, without misleading consumers. Danone as the market leader, feels that it is its duty to inform consumers accurately about fresh dairy products and the beneficial effects of pro-biotic products. They use a wide range of alternative media apart from classic ATL tools. Placement is also important. Available refrigerated space should be used with regard to the differences in the speed of movement of different products and brands by retailers. SOLE-MiZo ZRt. uses conscious brand building and reliable, high quality products to compete against private labels and cheap imports. Products manufactured according to Hungarian standards are guaranteed to be safe. A recent innovation by SOLE-MiZo is curd in 250 gram jars, marketed in medium and low fat versions, introduced before Easter.