The Laughing Cow ® sweetened Strawberry-flavored The Laughing Cow ® was launched in China and South Korea, offering a sweet taste more in line with local taste buds. Cream cheese version of The Laughing Cow ® rolled out Five new varieties were added to the Smooth Sensations range, including classic cream cheese, classic cream light, and light strawberry cream, cinnamon cream and garden vegetable versions. New packaging for Kiri ® New recipes for aperitif-time Three new Belcube ® flavors were rolled out in Japan, including pizza, smoked cheese and fried onions, for elegant tasting at Otsumami (aperitif-time). JAPAN JAPAN BRAND NEWS IN 2012 AROUND THE WORLD — Review 2012 34
BRAND NEWS Product of the year The three original flavors of The Laughing Cow ® were voted product of the year in the United Arab Emirates. NEAR AND MIDDLE EAST ALGERIA EGYPT MIDDLE EAST MIDDLE EAST UNITED ARAB EMIRATES NEAR AND MIDDLE EAST GREATER AFRICA Recipes for all seasons The leading cheese in Algeria can be cooked in summer as well as winter with The Laughing Cow ® Chef recipe book, 2.4 million copies of which were distributed in 2012. Contagious fun The Laughing Cow ® ’s fun side was on display, when a flash mob turned up at a Moroccan supermarket for the launch of a new campaign. The internet video received 700,000 hits. Kiri ® in tubs Kiri ® was launched in tub format as Kiri ® Délice in Algeria, with an ultra creamy texture in a generous 200g tub. A digital campaign for children Since going live in 2010, the website has attracted 15 million hits. In 2012, a digital nutrition themed campaign marked a new success, establishing an even stronger bond with children. New formula for The Laughing Cow ® The Laughing Cow ® introduced a “Body and mind” formula rich in calcium and fortified with vitamins D and B12, which contribute to good physical and cognitive growth. A Facebook app for Kiri ® Kiri ® ’s Facebook page is winning fans in the Middle East and offering an app called the Memory Game. In six weeks, the page attracted more than 106,000 fans. MOROCCO ALGERIA Promising launch of Kiri® Labneh This creamier version of Kiri ® is destined to win over families. — Review 2012 35
BUSINESS IN WESTERN EUROPE This year, once again, the core brands grew their market share and consolidated their already largely established leadership positions in their respective segments. Vice President Western Europe éTIENNE LECOMTE SALES € 1.5 BN UP 0.4% VERSUS 2011 After two strong years of growth, with sales advancing 12% from 2009 to 2011 , Western Europe reported a virtually flat performance in 2012, with sales of �1.5 billion, up 0.4% over the previous year. The Group’s core brands , clearly given priority, maintained their momentum, growing nearly 3%. Their market shares increased as a consequence, with the core brands once again consolidating already largely established leadership positions in their respective segments.
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