Tnuva has invested NIS 35 million into its dairy factory in Rehovot

"Tnuva has invested NIS 35 million into its dairy factory in Rehovot to develop the group's new SHOCK cold chocolate product line in an attempt to become market leader for dairy products in the next two years. "We have invested in new technology and equipment. We see here an opportunity and strong potential to become the leader in the market for dairy drinks within the next two years," said Liad Cohen, managing director of the group's dairy division. Under the logo "It is time to wake up," the morning SHOCK chocolate line will offer cold dairy chocolate drinks in five flavors: chocolate, chocolate coffee, chocolate pecan, chocolate nougat and coffee light.

"We will invest NIS 4m. in marketing and advertising the new product line. We have been working on this product launch for the past two years and we expect to expand this market, which has been slowing down since 2002," said Hagit Adler, marketing and business manager of Tnuva's dairy division. The annual volume of the chocolate and milk drinks market stands at about NIS 300m. The launch marks the third time over the past few years that Tnuva is making an attempt to become the market leader in the chocolate and dairy drinks market, which has been led by Yotvata of Strauss-Elite with a market share of about 65 percent. Today Tnuva has about 30% market share via its Carlo, Buddy and milk product line. Tnuva expects its share in the dairy and chocolate drinks market to grow to 40% by the end of 2006."

Source: Sharon Wrobel. Tnuva launches new product line. JPost.com (1 September 2005) [FullText]