Having secured a 11% share of the fruit-based yoghurt market, after less than two years of presence on the shelves of Romanian stores, Israeli group Tnuva has set itself a new target: 5% of the fresh milk market by the end of the year, a segment where Albalact-held Zuzu is currently market leader. In 2008, Tnuva posted around 20 million euros in turnover, which places the company close to No. 5 on the overall market, whereas in 2007, it did not make the top 10. The 2009 budget provides for a 50% sales growth. At the beginning of this year, the group entered the fresh milk segment, the largest category on the dairy market, which several brands, such as Danone and Zuzu entered over the last few years, with the latter even becoming segment leader. "Launching our milk brand will make our range of fresh dairy products complete. We have put off tapping into this segment so far because we established ties with several farms who can supply us with the amount of milk necessary on long term as late as last year," said Shmulik Porre, chief executive and chairman of Tnuva Romania.
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