Germany’s largest dairy cooperative, DMK, is launching its baby food brand Humana in the Middle East market. Humana is a leading international brand in the infant and baby food sector, while its parent company DMK develops and produces food.
“Humana, as part of DMK, is in the perfect position to achieve growth in this marketplace. We entered the Middle East due to our access to local partners who have knowledge, experience and credibility in the healthcare sector,” said Stefan Eckert, CEO of Humana.
Aside from its home market Germany, Humana is also present in Vietnam, Italy, Spain and Portugal.
“After our launch in the UAE, Humana will further expand to Kuwait, and then other regional countries like Qatar, Lebanon and Bahrain,” added Eckert.
With a turnover of around €4.6 billion, DMK is widely regarded as a leader in the European dairy industry. Under its umbrella brand over 11,000 milk producers supply 6.8 billion kilos of milk, while the cooperative’s 23 factories produce fresh dairy products, cheese, baby food, nutritional supplements, health products and ice cream. DMK currently employs over 5,500 people.
Humana has tied up with The Principals MENA (TPM) to distribute Humana products in the UAE and Saudi Arabia. TPM, in turn, has partnered with New Medical Centre (NMC) in the UAE.
Dr. BR Shetty, the co-founder of NMC, said, “This is an excellent opportunity for NMC and DMK, as we will distribute their products to high-class supermarkets and pharmacies.”
As one of the largest distributors in the country, NMC will be stocking Humana products even during the opening of its first maternity clinic in Abu Dhabi on 1st April, Dr. Shetty added.
TPM has appointed Al Dawaa as the main distributor for Humana products in Saudi Arabia.
Dr. Mohammed Abul Hawa, vice president, The Principals MENA, said, “While Humana provides the products and research, we are investing in the Middle East market by servicing healthcare professionals and educating consumers about infant nutrition.”
Though he didn’t reveal the amount of investment his company would make Dr. Hawa revealed that it was “substantial”.