Stronger Together

Strauss Group and the international food and beverage corporation, Danone, are celebrating 50 years of productive collaboration, which has brought to Israel some of the most-loved, best-selling products on the refrigerator shelves.

So, what’s the secret behind bringing innovation to the consumer and maintaining leadership for so many years? Liraz Sofrin, Strauss Dairies’ marketing manager, reveals it all in an article, in collaboration with Walla!

Strauss Dairy was established in Nahariya, in the modest yard of the founders, Hilde and Dr. Richard Strauss. Today, the dairy in Nahariya no longer exists, and the old house has become a commemorative site, but the yogurt is the same yogurt, and it is present in almost every home in Israel. So, how was the partnership with Danone born, how have marketing techniques evolved over the years, and how do you keep surprising consumers with innovation, year after year?

Danone, established more than a hundred years ago, created and developed the global yogurt market – and in Israel as well – over the years, through a series of groundbreaking innovations that contribute to a balanced lifestyle. In the early 20th century, a Jewish doctor named Dr. Isaac Carasso, who lived in Barcelona, treated numerous patients suffering from digestive problems, trying to find ways to help them.

In 1919, Dr. Carasso succeeded in combining live bacteria with yogurt, turning the fruit of his medical labor into a health product sold at pharmacies. He later set up a production plant, which he called “Danone”, a variation on the Catalan nickname of his son, Daniel. With the passage of time, Danone became a giant corporation, integrating continuous medical research with the development of dairy products.

In 1970, the Strauss family signed a partnership with the global Groupe Danone, which granted them access to Danone’s professional knowhow, and in 1974, began to manufacture and market Danone products in Israel. Thanks to the collaboration between Strauss and Danone, Strauss brought the benefits of yogurt to Israel. The launch of Danone in Israel established yogurt as a product that is consumed in almost every household, and as a building block of the Israeli family’s daily diet.

Broad product mix that delivers diverse benefits to the consumer

From products that largely deliver health benefits, containing a variety of fermenting microorganisms that provide diverse advantages, the yogurt market in Israel has developed over the years and today offers consumers a broad range of products, from functional products (such as protein-rich or enriched products, products containing probiotics, and products with ingredients intended for specific consumer groups, such as the Third Age) to indulgence products (products with fruit, dessert-like products and products with various chocolate toppings/added ingredients). The basis for all these wonderful products is yogurt, which adds nutritional values to every meal and is a great fit with the diet of all those who want to lead a balanced lifestyle.

The leading yogurt brand in Israel

Danone established the category in Israel, and in fact was the first to turn yogurt into a food that is a staple in every household. Strauss is active in all segments in the yogurt category, some of which it created and developed, and provides a product response to a broad variety of consumer groups, from children through teens, young adults, families and the Third Age group. Over the years, we have witnessed the contribution to the brand’s status, as well as to our competitive position in the category.

Attentive to consumers

A brand that seeks to maintain its leadership and develop the category and yogurt consumption must engage with consumers. Marketing and development people must know consumers well, be attentive to them, meet them, talk to them, listen to what they like and what they lack. At the same time, to stay up to date it is important to stay tuned to world trends, new technology, and to keep looking out for what is developing and growing. It is also very important and meaningful to maintain an ongoing dialogue with nutritionists who specialize in various fields, for their insights and professional information. We embrace a consumer-centric approach, and it’s essential to closely follow up on questions and responses received by Customer Service. A positive response to new products is great, but at the same time, it’s important to pay attention to reactions that aren’t so good, to address them sincerely, and take appropriate action.

To sum up, the yogurt category, which, over the years, has become the second-largest category in the refrigerator, is a fascinating category that offers consumers a huge variety of products and value propositions. Everyone can discover “their” yogurt (and even more than just one!) that is a match with their daily diet and enables them to enjoy a taste experience with solid nutritional values, while maintaining a balanced lifestyle.