Dairy in the Diaspora: Israeli firm's cottage cheese to hit US market

The Muuna brand is the first step in developing Tnuva's dairy business in the US market as a growth engine for the group.

By GLOBES
August 14, 2016 15:48
1 minute read.
cottage cheese

Tnuva's new American marketed cottage cheese. (photo credit: TNUVA/FACEBOOK)

Tnuva Food Industries Ltd. is trying to bring Israeli cottage cheese to the US. The company Thursday announced the launching of its cottage cheese there under the Muuna brand.

Tnuva CEO Eyal Malis said that this was the first step in the development of Tnuva's dairy business in the US market as a growth engine for the group. "One of Tnuva's growth engines in the coming years is the development of its overseas activity, together with its business in Israel. Muuna cottage cheese is an important part of entering new overseas markets," Malis said.

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Eyal Malis Tnuva CEO unveils streamlining plan Tnuva picture: Tamar Mitzpi Tnuva's performance disappoints Bright Food Tnuva has been active in the US market for a decade, but is now planning to market its products to the general market. If its plan succeeds, the potential will be huge. On the other hand, there are many international dairy companies operating in the US, and penetration of the US market by Israeli brands involves many difficulties and costs, including building brand names, educating the market, etc.

The new cottage cheese will be marketed gradually to retail chains in the US northeast in cities such as New York and Boston, followed later by other regions. The formula is not identical to cottage cheese in Israel; it has been adapted to the US consumer. The cottage cheese is being produced in a dairy in Minnesota.

Muuna will be sold initially in two series: ordinary 4% fat cottage cheese, and flavored 2% fat cottage cheese with fruit in the bottom of the container (strawberry, pineapple, blueberry, peach, and mango) a product regarded as preferable for the US consumer. The cottage cheese will be sold in 150-gram and 450-gram packages.

Together with Muuna, Tnuva will continue its marketing in the kosher food market.


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