French yogurt brand Yoplait, in which General Mills owns a majority stake, has returned to Morocco after a decade’s absence.
It follows the activation of a franchise awarded to local dairy company, the Société Laitière Centrale du Nord (SLCN), which provides nationwide coverage of the
Moroccan market.
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Owned by investment fund MPEF II, SLCN has its own brand, Saïss Lait.
SLCN’s parent company has invested MAD100m (US$12m) in modernising the company’s production facilities and its fleet of road vehicles in order to meet
Yoplait’s requirements.
Its plant in Fès now stretches over two hectares and can process up to 100,000 litres of milk daily.
SLCN has set itself the objective of posting a turnover of MAD200m in 2014.
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By GlobalDataDanone is the dairy market leader in Morocco via its subsidiary, Centrale Laitière, which has a market share of more than 60%.
