Rainbow packaging treated to facelift

Friesland ME is looking to reassert its claim to leadership in the region's evaporated milk market.

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By  Robbie Greenfield Published  April 9, 2005

Friesland ME’s Rainbow brand of evaporated milk has been given a well deserved facelift. With a reported 85% share of the GCC’s evaporated milk market, the dairy products behemoth is looking to expand its portfolio and move into other categories. The new look of Rainbow was created with future brand consistency in mind. Previously focused on evaporated milk and instant milk powder, Friesland ME added ready-to-drink plain and flavoured milk to its armoury last year. “Over the next few years we will expand further so the redesign was developed in order to create synergies across our brand portfolio today and in the future,” says Jay Escubil, communications manager, Friesland ME. Growth for the Rainbow line is scheduled to be particularly aggressive in Saudi Arabia, the company’s strongest market, but the UAE’s rapidly expanding FMCG market also represents a key target. “Rainbow has consistently delivered superior tasting products, and we have some unique offerings like cholesterol-free evaporated milk,” says Escubil.

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