Pinar expands product range

The Turkish fresh food maker is introducing new products into the region following the success of its Labaneh brand.

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By  David Ingham Published  February 17, 2005

Turkish dairy, meat and beverage brand Pinar has introduced new cream cheese, fruit juice, spring water and meat products into the Middle East. This follows the success of the company’s Pinar Labaneh product in the region. “Pinar Labaneh is made from a traditional recipe and contains only pure fresh cow’s milk without any preservatives and additives, so the smooth texture and distinctive taste are highly appreciated by young and old alike,” says Arda Cenk Tokbas, regional director of Pinar in Dubai. “This in turn translates into 50%, 75% and 55% market shares in Saudi Arabia, Kuwait and Bahrain respectively,” he adds. Another product that will soon make its debut in the region is the company’s traditional Turkish white cheese. Pinar also plans to introduce Pinar Labaneh in new 2.75 kg and 20 gramme portion packages. The Pinar brand, owned by Turkey’s Yasar Group Holding Inc, is also due to enter new markets such as Oman and Yemen this year. Suppliers and retailers can see the company at this month’s Gulfood 2005 exhibition (www.gulfood.com), where a chef will prepare and serve traditional Turkish specialities to visitors. The Yasar Group is one of Turkey’s major food exporters, with revenue of over US $2 billion annually. Sales of the Pinar brand in the Gulf topped around US $30 million in 2004, a rise of 20% over the previous year.

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