The Maghreb–Mediterranean zone, which is part of the larger Middle East zone, currently comprises seven countries: Morocco, Tunisia, Libya, Turkey, Cypress, Malta and Andorra.
The group’s major brands, including Président and Bridel, have been present in these markets for more than fifteen years and enjoy strong visibility.
We process and sell all Lactalis group products in the various markets with their specific features, and in particular milk, processed cheeses, cream and butter.
We primarily work with distributors who represent and sell our brands and products.
With the support and expertise of the Lactalis International sales and marketing teams, currently headquartered in the Paris region, we do everything possible to adapt our efforts to the specific features of each of our markets and best meet the needs of our consumers.
PRIDE soft block
Blocks are a dynamic market in consumption but with no innovation since long time.
Pride is leading this category, in Saudi Arabia, for more than 20 years in both retail and food service channels, thanks to the consumers’ trust on our good and consistent quality in addition to their satisfaction on the functionality of our products especially for professionals.
In 2013, a research on block usage, conducted by Pride, showed that the 2nd use is now “slicing”, after “shredding” where Pride Classic block is already ideally matching this purpose.
As leader of the category, Pride must satisfy the need of those who are looking for a sliceable block to enjoy a tasty sandwich. Consequently at the end of 2013, Pride launched the New Pride Soft block to continue developing the use of the processed cheddar blocks : the guarantee of a delightful cheddar taste with a dedicated texture to succeed in doing nice thin slices.
Since the launch, Pride blocks range has increased its market share by 3.5 points (reaching 56% of sales in the Saudi retail market).