DANONE MASHREQ FOR FINE BISCUITS - Cairo, Egypt

The French Danone Group is currently launching biscuits and wafers in the Egyptian market under their international brand LU which offers the consumers the benefit of goodness everyday. Danone is one of the world leaders in the food industry, and has dominant global positions in biscuits (Number One in Asia and Western Europe), fresh dairy products (Number One worldwide) and bottled water (Number One worldwide in volumes). The company in Egypt is called Danone Mashreq for Fine Biscuits, and is a joint venture between Groupe Danone of France and the Rachid group in Alexandria, Egypt.LU products are being marketed under two brands Tiger, which offers health and nutrition for the family, and Prince, which offers great tasting energy for kids. The range of products includes plain biscuits,  

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sandwich biscuits and two wafer products. Our objective is to introduce products of world class quality to the Egyptian consumer, says Mr Francois Amiot, the General Manager of the business. To this end, we have spared no effort or expense in terms of ingredients or manufacturing facilities. LU stands for goodness everyday and this goodness is a combination of wholesome nutrition from food and great taste values. We are committed to giving goodness everyday to our consumers. Another good piece of news is LU affordable pricing. Mr. Amiot says We understand the Egyptian consumers, their needs and their constraints. Our products are tailor-made to address these needs and provide strong nutrition benefits, and are yet highly affordable for all consumers. Three of our five products shall be sold at 25 piastres. A world class new factory has been set up in Borg El-Arab, including state-of-the-art equipment and a highly trained work force. Apart from bringing in experts from Europe, the company has recruited the best Egyptian talent, and also invested strongly in training, by sending teams of managers and workers to overseas Danone locations in Europe and elsewhere for rigorous training. The introduction of LU biscuits and wafers is expected to provide a major fillip to the foods sector in general and the biscuits market in particular, with a new level of quality and benefits to the consumer. This is the first time in Egypt that such value-added benefits of nutrition are being offered. Groupe Danone (headquartered in Paris) had a global turnover in 2002 of over 13.5 billion Euro, and is rapidly expanding its presence in developing markets such as Asia, Eastern Europe and, now, in Egypt. Danone now employs over 92,000 people in 120 countries.