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July 11, 2016

Lidl launches GM-free milk across stores in Germany

Lidl said today (11 July) that it had become the first German supermarket to be awarded GM-free certification for its own brand milk on sale throughout the country.

Lidl said today (11 July) that it had become the first German supermarket to be awarded GM-free certification for its own brand milk on sale throughout the country.

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Lidl said its own-brand GM-free Milbona milk will be available nationally as of today and that it will launch several GM-free dairy products in its German stores later in the year. These will include two GM-free cheeses – Emmentaler and Wisenlander – which will be made available under the Milbona label.

In July last year, Lidl introduced GM-free fresh and UHT milk in all of its outlets in the southeastern state of Bavaria under the Milbona and ‘A piece of home’ brands as its first GM-free certified products. Lidl said its range of GM-free products in Bavaria will also be expanded from next month to include cream, sour cream, creme fraiche, mozzarella and sliced cheese.

The green “Ohne Gentechnik” label, Germany’s GM-free certification mark, will be displayed on all relevant Lidl products.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
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