First white cheese in Tetra Classic Aseptic 65 ml
packages in the world

Americana is the Middle East's most successful group of companies operating consumer foods, restaurants, and food-related products. Today, the Group has more than 900 restaurants across 12 Arab countries with several international franchises like Kentucky Fried Chicken, Hardee's, and Pizza Hut and a wide range of consumer foods manufactured and marketed across the region with well-known brands.

In 2004, Americana acquired the Egyptian dairy company Green Land Group 10th of Ramadan. With a portfolio covering cheese, liquid dairy products and juices, Green Land’s flagship undoubtedly was, and continues to be, its white cheese range. Covering a variety of SKUs, such as Feta, Thalaga and Istanbolli cheeses, Green Land is the largest manufacturer of white cheese in Tetra Pak packages in the world, packaging its products in Tetra Brik Aseptic 250 ml and 500 ml packages.

However, in 2006, Green Land and Tetra Pak jointly conducted extensive research on the market needs. A traditional lunch in Egypt is to buy one Egyptian Pound worth of loose white cheese at the small grocery to be consumed with a loaf of bread - a typical on-the-go lunch.

Affordable for everyone
The concept of Tasbeera (meaning “snack” in Arabic) was thus born in 2007, a pre-packed alternative in Tetra Classic Aseptic 65 ml packages, a snack or lunch complement . Holding 65 grams, it is exactly the same quantity that could be bought in loose form for one Egyptian pound (USD 0.18). The packed cheese it is available at the same price. At this price point Tasbeera targets the mass market with a packed alternative. The cheese is sold at small and medium-sized groceries and supermarkets. It is the first production of white cheese in Tetra Classic Aseptic packages not only in Egypt but worldwide. Two varieties are available; Feta and Istanbolli.

The obvious advantage for the consumer is to get a piece of lunch cheese in a hygienic, easily portable package for the same price as the cheese in loose form.

More information, please contact:
Karim El Bahrawi, Tetra Pak Egypt.