Greek dairy manufacturer Kri-Kri has secured a listing with upmarket retailer Waitrose, marking its entry into the UK market.

The trade agreement, announced this week, will see Kri-Kri produce Greek yoghurt for the grocer on a private label basis. The move forms part of Kri-Kri’s plan to increase its investment in yoghurt internationally with an investment of some EUR8m (US$10.67m), up from an original EUR5m.

Kri-Kri says it is hoping to capitalise on the EUR200m UK market for Greek yoghurt with the agreement, which it says is “booming” and “the most promising Greek yoghurt market in Europe”.

“There is a huge potential for Kri-Kri, on promoting the ‘authentic’ Greek yogurt that is gradually established as a key part of British daily diet,” the company said. “Waitrose is one of the largest British supermarket chains, having more than 300 stores all over the country. Besides, it emphasizes on products’ high quality and healthy diet.”