Horizon Organic strengthens UK market presence
milk from US group Horizon Organic Holding in stores owned by the
Sainsbury's and Tesco groups. The rollout is part of Horizon's
strategic partnership with UK dairy group Dairy Crest.
Consumers in the south east of England are now able to buy organic milk from US group Horizon Organic Holding in stores owned by the Sainsbury's and Tesco groups. The rollout is part of Horizon's strategic partnership with UK dairy group Dairy Crest.
British consumers were first introduced to the Rachel's Organic milk brand in February when Dairy Crest began offering the milk as part of its home delivery programme. Direct store delivery of Rachel's Organic milk to approximately 100 Sainsbury's and Tesco locations is the latest development in the partnership with Dairy Crest.
"Expanding distribution of branded organic milk in the UK is consistent with our plans to continue improving the performance of the UK business by capitalising on the strength of the Rachel's Organic brand," said Chuck Marcy, president and CEO of Horizon Organic. "The launch of Rachel's Organic milk into supermarkets uses Dairy Crest's processing and distribution network which results in great customer service at the lowest possible price."
Marcy said that Rachel's Organic, which marks its 20th anniversary this year, has had a significant presence in the UK branded organic dairy market for some time via its yoghurt, cream and butter products. The milk brand will carry the same packaging design and distinctive black signature colour, he said.
To support all of the Rachel's Organic branded products, a new marketing programme will begin shortly featuring the brand's founder Rachel Rowlands, a leader in the UK organic movement. Marketing efforts will be tailored to the needs of retailers and specific locations.
"Rachel's Organic branded dairy products are well recognised and respected by consumers," said Don Gaidano, managing director of Horizon Organic UK "With the introduction of milk, we are now able to offer retailers a full service organic brand line where milk and yoghurt both support each other to gain a larger overall presence in stores.
"The launch of milk into select supermarkets is just the first stage. We have an exciting opportunity to build the Rachel's Organic brand and increase overall customer demand for organic dairy."
In the US, Horizon Organic produces and markets the leading brand of certified organic milk and a full line of refrigerated, certified organic dairy products. The company also markets certified organic eggs and juices. The company's products can be found in conventional supermarkets and natural foods stores across the US.
