Arla licenses Kraft brand for 12 years in the Middle East

To be used on its recently acquired cheese portfolio
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Foodservice, Suppliers, Kraft, Cheese, UAE

Arla Foods has agreed a new brand license for its Middle East cheese business with Kraft Heinz.

The agreement allows Arla to use the Kraft brand in the region for the next 12 years on the cheese portfolio it formally acquired at the end of May 2019 from Mondelez International.

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The markets covered by the agreement include Bahrain, Iraq, Jordan, Kuwait, Lebanon, Libya, Mauritius, Oman, Palestine, Saudi Arabia, Syria, UAE, Yemen and the Seychelles.

Arla now has the right to use the Kraft brand on cheese products with the exception of macaroni and cheese and packaged food products containing a combination of cheese and other foods, such as cheese and crackers.

In 2018, Arla’s retail and foodservice revenue in the MENA region reached 560million euros (AED2.3bn).

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