Tnuva to spend several million euros on promoting Yoplait yoghurt

Tnuva Romania dairy producer, which has built a plant in Popesti-Leordeni near Bucharest, will invest several million euros in an integrated communication campaign dedicated to the Yoplait yoghurt brand. Tnuva has recently launched seven Yoplait-branded yoghurts on the domestic market, in the wake of a partnership with French producer Yoplait, the world’s second biggest producer of fresh dairy products, with net sales worth 2.5 billion euros and a 9% global market share. Tnuva already works with Yoplait on the Israeli market, the only country where the group owns production facilities besides Romania. The Israeli group recently announced that it planned to develop its operations in the area of Eastern Europe, where it was in talks to buy a plant. Tnuva wants to become one of the most important players on the Romanian dairy market. The biggest companies present on this market include Friesland Foods, Albalact, Dorna, Danone and Covalact.