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Changing the Consumption Patterns of Dairy Products in Europe

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Elif Polat Bio

Changing expectations on when and how products are consumed is a valuable way for companies to generate interest among consumer groups. In the yoghurt category, European companies such as Q focus on indulgence while still being healthy. The Biotiful brand in the UK has developed Kefir shots, meant to be consumed quickly on the go. Finally, Ukranian brand Galycina provides a modern look to Kefir, with a an advertising campaign that speaks to younger consumers.

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