FAGE UK’s Sales Director David Rapkins said “The chilled dips category is at present very fragmented with over twenty products, yet only houmous has more than 10% share of the market. Sales of tzatziki currently account for less than a 2% share of the category. I believe that the whole chilled dips category will benefit from a high quality branded dip.”
FAGE Tzatziki, a delicious combination of thick, creamy TOTAL Greek Yoghurt, cucumber, garlic and herbs, has undergone a major pack redesign and will see a concentrated marketing campaign begin in June 2006.
Emma Wilson, FAGE UK’s PR & Marketing Manager said “The marketing campaign will position FAGE Tzatziki as a snack, a meal accompaniment and a dip. We intend to communicate versatility through a consumer campaign focusing on a series of creative serving suggestions designed to encourage trial.”
FAGE Tzatziki is available in a 200g pot, priced £1.29 and is listed in Sainsbury’s and in selected Waitrose stores.
FAGE UK (pronounced Fa-yeh), is the UK subsidiary of Greek dairy producers, FAGE Dairy Industries, producers of TOTAL Greek Yoghurts and cheeses. TOTAL Greek Yoghurts account for nearly 40% of the Greek and Greek-style yoghurt sector and have experienced a 9.3% growth over the last year. Made using traditional Greek methods, TOTAL Greek Yoghurt is 100% natural with no artificial additives, sweeteners or preservatives.
N.B *Figures courtesy of A C Neilson, 2006.
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For more information please contact:
Laura Darke,
FAGE UK Limited, 26 Eccleston Square, London, SW1V 1NS. Tel: 020 7630 5000
Email: PR@totalgreekyoghurt.com
FAGE UK Limited, is a subsidiary of Greek - owned parent group FAGE DAIRY INDUSTRIES. Today FAGE’s yoghurts and cheese are enjoyed in 25 countries internationally and are found in 20,000 retail outlets in four continents.
FAGE DAIRY INDUSTRIES has one of the most modern dairy production facilities in Europe, based outside Athens. Thanks to the state-of-the-art technology FAGE has the capacity to process 50,000 litres of milk per hour and 500 million pots of TOTAL Greek Yoghurt annually.
Products from the FAGE range, available from stores nationwide include, TOTAL Greek Yoghurt, TOTAL 0%, TOTAL 2%, TOTAL Honey Twinpot, Tzatziki Dip, Sheep’s & Goats’ Milk Yoghurt, Feta Cheese and Feta Cubes in Oil.