Campina Control Campina Launched in Russia

14/05/08 After the success of Campina Optimel Control in the Netherlands and Campina Optiwell Control in Germany, Campina Control is now being launched in Russia. This fresh, mildly soured dairy drink contains natural plant extracts that activate the satiation mechanism. This helps consumers eat less at their next meal. Campina Control is Campina’s first Russian innovation in the field of health & wellness and is therefore an excellent step toward fulfilling Campina’s ambition of further growth in Russia. As much as 60 per cent of Russian women have indicated that they pay attention to their figure and 43 per cent actually say they have a problem with weight control. Campina Control therefore perfectly fulfils the needs of Russian consumers. Campina hopes to win over between 30 and 40 million Russian consumers with Campina Control.

The innovative dairy drink was launched in the Netherlands and Germany before its introduction on the Russian market. Campina Optiwell Control was successfully launched in Germany in February 2007. That same year the dairy drink was acclaimed the best innovation in the field of dairy in Germany. In addition to the raspberry and orange flavours, a peach variety was introduced as the third flavour at the end of 2007. Of the Germany consumers who have tried Campina Optiwell Control, 63 per cent say they are highly satisfied with the result and 58 per cent added that they planned to keep on buying Optiwell Control.

Campina Optimel Control was recently declared one of the most successful introductions of 2007 in the Netherlands. The dairy drink came third in the Top 20 introduction of IRI Nederland. With its unique properties Optimel Control is the only example of functional food in the Top 20 introduction in the past year.

Campina is one of the important players on the Russian market for yoghurts and dairy drinks. With the Campina Fruttis and Campina Neszny brands, Campina holds significant positions in both categories. Campina produces yoghurts and dairy drinks at its own production company in Stupino (Moscow region). Following the start up of the company in 2000, the number of production lines has been expanded to meet the growing demand. Major investment projects are now still underway in Stupino.