Fonterra embarks on consumer offensive in Bangladesh

Fonterra embarks on consumer offensive in Bangladesh

Fonterra is targeting the consumer market in Bangladesh - a country where the dairy giant has predominantly been a business-to-business operator - through a new distribution deal focusing on its Anchor brand.

The New Zealand-based group is working with Bangladesh conglomerate ACI to market its Anchor full-cream milk powder, with other products to follow.

Anchor has been available in Bangladesh since the 1990s but Fonterra's business in the country has mostly been centred on selling ingredients to food and drink manufacturers.

"The agreement will see ACI Agrolink Limited exclusively distribute, promote and sell high-quality Anchor dairy products throughout the country," Fonterra said in a statement provided to just-food. "We have an agreement with another partner, New Zealand Dairy Products, who continues to operate as a third-party manufacturing partner for Fonterra in addition to managing their own milk powder brands in the market."

Fonterra added: "ACI is one of the leading players in the fast moving consumer goods industry in Bangladesh with a distribution network that reaches more than 100,000 top FMCG retail stores across the country. By partnering with ACI, we will be able to provide easy access to the goodness of Anchor to millions of Bangladeshi consumers."