UAE based organic milk brand announces USA expansion


December 9, 2020 | By RetailME Bureau

Homegrown, organic and plant milk company, Koita has announced its expansion into the USA and is now available on Amazon USA. They launched five new products in September this year and have seen an exponential rise in sales since the lockdown. The move to America brings Koita’s territory total to 11 countries.

 WHY USA?

Koita’s strategy is to grow slowly and steadily in the North East with a focus on getting the brand in the hands of an upscale and international market. “Since regulations on European milk are tight, it is uncommon to find similar products. Amazon, as the number one e-commerce platform in the USA kicked off the brand distribution strategy and since October, specialty stores also supply the Koita plant-based range. What is refreshingly different in this case, is that it’s usually Dubai that brings on American brands but with Koita, it’s the other way around. A homegrown UAE brand has landed in the USA”, said Mustafa Koita, founder and CEO of Koita Foods.

REGIONAL GROWTH

When lockdown hit, Koita saw a 375% increase in online sales across the UAE, Kuwait and KSA as consumers stocked up on organic, long-life products. During the recent launch of Koita 1l Coconut and Oat & Almond 200ml, the company saw a 10% increase in regional revenue in the first month compared to the usual 1-2%.

The HORECA market is also on a better recovery path. As of July, Koita’s UAE sales saw 20% increase versus June.

Koita has been taking advantage of the rise in demand for the lactose-free and plant-based milk categories from 2019. A global pattern where the world has seen a laser focus on plant-based everything, Koita’s growth here increased 35% year on year. Growth in the lactose-free category is not far behind with increasing Koita product offerings to lactose intolerant populations in Asia.

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