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Wednesday, 25 November 2009 02:49 UAE time

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by ArabianBusiness.com staff writer  on Friday, 01 December 2006

ALMARAI, a KSA-based producer of dairy products, has launched a low-cholesterol cheese in a jar. The product, which is available in a 240 gram jar, is already on sale in Saudi Arabia, and will soon be available across the Gulf. The product is aimed at health conscious consumers and people that need convenient but healthy food.

“In a category point of view, the product is expected to help further increase the penetration and consumption per capita and thus help grow the entire category,” said Jalal Essudeen, product group manager for foods, Almarai.

The launch is being supported by an outdoor, radio and press campaigns. A below-the-line campaign will use pointof- sale merchandising materials and consumer sampling.

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