The agreement gives Arla Foods the license to use the Kraft brand for the next twelve years for its cheese portfolio in the Middle East.
The new royalty-bearing license grants Arla the right to use the Kraft brand on almost all its cheese products, with the exception of Macaroni & Cheese, and packaged food products containing a combination of cheese and other foods, for example cheese and crackers.
The markets covered by the license agreement include Bahrain, Iraq, Israel, Jordan, Kuwait, Lebanon, Libya, Mauritius, Oman, Palestine, Qatar, Saudi Arabia, Syria, UAE, Yemen and the Seychelles.
This marks the latest in Arla’s expansion of its business in the Middle East region, following its acquisition in December 2018 of Mondeléz International’s processed cheese business in the Middle East region.
The MENA region is one of the key geographical regions in Arla’s strategy, Good Growth 2020, and in 2018, Arla’s retail and foodservice revenue in the MENA region reached EUR 560 million.
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