Tara Dairy Ltd. and LycoRed Ltd., both of Israel, have developed an innovative new line of fortified dairy products targeting women 30-40 years old. The “YOU” line of functional foods includes milk with 2% fat, personally packaged soft cheese (3% fat) and yogurt drink. The products are fortified with a vitamin and mineral formulation providing 25% of the RDI.
Tara’s multimedia promotional campaign - YOU, your daily fortification -
includes TV advertising, point of sale displays and a promotion in cooperation with Studio C women’s fitness centers.
“LycoRed specializes in fortification solutions for functional foods and beverages,” explains Udi Alroy, V.P. Global Marketing and Sales at LycoRed. “Manufacturers can’t afford to risk negatively impacting taste or odor when they fortify their products. Our fortification capabilities allow us to combine ingredients without cross interaction to create the more neutral flavor profile demanded by functional foods. Consumers are looking for easy, tasty and healthy products. LycoRed helped Tara to meet this challenge.”
The new dairy line contains a unique vitamin and mineral formulation that helps protect a woman's health by addressing concerns including bone, brain, skin, heart health and digestive health. Active ingredients including calcium, iron, vitamin D, E and B are combined to deliver the ultimate health benefits that women desire.
“Our goal is to develop new concepts in dairy fortification that provide the added value of health and innovation,” says Nir Kanias, Deputy Marketing Manager at Tara Dairy. “This new line is the result of our innovative move to develop, for the first time in Israel, the concept of 'dairy just for women'. We found out that there is a real need for a dairy line that is tailored specifically to suit the hectic lifestyle and specific needs of the Israeli woman.”
Tara Dairy was chosen as the most innovative food company in 2006 according to market research that surveyed 3,000 consumers. Tom & Jerry drink milk, YOU yogurt drinks and Tara cottage cheese are among the Tara Dairy products that were awarded the “best product of the year” title by Forum Publishing.