Cases

Unilever: Iodised salt gain 50% market share

Unilever produces a range of products for BOP markets, for example Annapurna Salt, which is a fortified salt product. The product is target towards the poor in developing countries, where iodine deficiency is a big problem. The salt is sold in small, cheap packages by a distribution network that focuses on educating the consumers of the health benefits achieved by using the product. In Ghana Unilever has managed to gain a 50 pct. market share in three years.

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Britannia Industries Ltd: Fortified biscuits

The biscuits manufacture Britannia Industries (BI) has in cooperation with the Indian NGO The Naandi Foundation and the Global Alliance for Improved Nutrition (GAIN) developed a fortified biscuit for children in schools. The expansive infrastructure of Naandi’s food program for school children enabled BI to distribute the product to the target group. Since reaching the target group through the cooperation, BI has successfully sold the product to commercial BOP markets in India.

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