The Greek dairy industry company Kri Kri has announced its cooperation with the British supermarket chain Waitrose to promote Greek yogurt and dairy products the same way the product has taken off with American consumers and is a craze there.
Waitrose company is one of the largest supermarket chains in the UK, having more than 300 stores across the country. According to the announcement, the cooperation of KRI-KRI with Waitrose has to do with the production of the Greek yogurt with private label.
The UK represents a market of 200 million euros ($260 million) for Greek yogurt which has exploded in popularity because of its thick, creamy texture and is expected to show rapid growth within the next few years.
The KRI-KRI company showed an increase in dairy sales of more than 20% and is picking up its marketing and advertising campaign to try to boost its market share and niche in the sector.
The management of the company plans to expand its investment in yogurt internationally with an investment of some 8 million euros ($10.67 million, up from an original 5 million euros ($6.5 million.)
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