Müller intends to remover Milli brand from top 3

Müller Dairy Romania, local subsidiary of the German dairy
producer by the same name, intends to become a top-three player on
the UHT milk (pasteurised at very high temperatures), after it
started to sell the “Lapte din Alpi” (Milk from the Alps) Müller
brand in traditional retail. The value of the UHT milk market
exceeds 36 million euros in shelf prices, according to ZF estimates
based on data provided by company representatives. The best-selling
brands on the UHT milk market are LaDorna, with a 36% market share,
Fulga, with 19%, and Milli with 11%. Our target is to be one of the
top-three players on the market in 2010,” said Tzafrir Granat,
marketing vice-president of Müller Dairy Romania. This means the
dairy importer intends to reach a market share at least similar to
that of Milli, a brand produced by the leader of the Romanian dairy
market, FrieslandCampina Romania.