FRANCE/ISRAEL: Co-branding helps Sodiaal's Yoplait follow Danone, Nestlé and Unilever into Israel
France's Yoplait and Tnuva, Israel's largest agricultural producer and marketing cooperative, have reached an agreement for the exchange of know-how in production technologies and combined marketing of new products. Trade sources in Tel Aviv commented that the Yoplait-Tnuva agreement signifies a further involvement of foreign and multinational food companies in Israel's food industries. Unilever, Danone and Nestlé have already established strategic partnerships with some of Israel's leading food manufacturers.Negotiations between Tnuva, listed among the top three Israeli businesses, and the French dairy concern, started some two years ago but failed to reach an agreement, mainly regarding the brand identity of the products to be produced by the cooperation with Tnuva. Yoplait, which is a subsidiary of French dairy cooperative Sodiaal, wanted the new products branded under its own brand and logo, whereas Tnuva wanted to maintain its popular local brand names. The compromise which led to signing the agreement last week was: co-branding.According to the agreement, Yoplait will furnish Tnuva with know-how in production technologies of cheeses, yogurts and luxury milk products, for which Tnuva will pay Yoplait royalties for the co-branded products.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-food gives you the widest food market coverage.
Paid just-food members have unlimited access to all our exclusive content - including 17 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Dean Best, editor of just-food
- Danone's Q1: four things to learn
- Interview: Sir Kensington's on sale to Unilever
- Column: Why snacking is the new meal
- Interview: "Disruptive" snack brand Hippeas
- Nestle Q1 update: four things to learn
- Tyson shops Sara Lee bakery, Kettle and Van's
- Nestle to cut UK confectionery jobs
- Icelandic to sell Saucy Fish Co. owner Seachill
- Tyson to buy burger-to-entree firm AdvancePierre
- TreeHouse Foods sells soup, baby food units