Region's Leading Cream Cheese Brand Introduces NEW KIRI Taste of Labneh

Start Your Day with an Indulgent Breakfast!

Dubai, December 14, 2014 - Cream cheese fans now have an additional reason to smile, with a delicious new option for the morning or at snack time with the first-of-its-kind offering from KIRI. Bel Groupe announced today, the introduction of a new line of deliciously spreadable creamy cheese squares with the taste of Labneh. The new KIRI Taste of Labneh Squares features a full body and fine tangy flavor.

KIRI is widely recognized as the legendary square portion packed full of creamy cheese and this innovation brings together the known KIRI indulgence coupled with labneh freshness.

The brand KIRI was founded in 1966 in Sable, France and has been enjoyed by families in the Middle East for decades. “As leaders in the square cheese category with 80% of market share, KIRI aims to remain a step ahead of the pack, leading the category with another innovation from the brand loved and enjoyed by families. With over 1.5 billion squares consumed per year, all Europe, Middle East and even Japan couldn’t resist the soft texture of these square portions of tender cheese, as well as its creamy indulgent taste,” said Chloe Bernard KIRI Marketing Manager, Middle East.

The GCC cheese market is worth 994,324 tonnes (2013), with a growth of over 6% per annum, “we believe we have a lot more room for innovation. This region’s population is young, exposed to multiple cultures and a melting pot of traditional food consumption habits and interest in blending food habits inter-regionally, making it a unique population with high interest to innovative cheese blends. KIRI Taste of Labneh is the fourth innovation made exclusively for this region from the brand and we expect more to come,” she added.

39% of Saudi consumers have breakfast with the main objective of putting themselves in a good mood

This innovation comes after years of researching consumers breakfast habits in the region and in particular in KSA. “We identified five segments of consumers, including those who want breakfast as an energy booster, those who want something that would sustain them for the rest of the day, some who prefer to start off their day with something sweet and finally those who prefer the traditional approach to breakfast, and it was no surprise that 39% of those surveyed wanted a simple pleasure breakfast that would put them in a good mood,” concluded Bernard.

Tasting is Believing

KIRI Taste of Labneh is the result of an intensive study of taste preferences of our consumers, including both adults and children, where 79% of consumers said they wanted to buy the product after the blind taste test; and 84% wanted to have it for breakfast.

Now available in regular and Taste of Labneh flavors, KIRI is perfect as a topping for bread, toast, or crackers for part of an indulgent breakfast or snack.

Found in the refrigerated section, this new square has a retail price of AED 4.5 for a pack of six squares and AED 9 for 12 squares.