Fonterra has launched a new premium cream product in Australia under its flagship New Zealand Anchor brand.
Anchor Cream is being sourced from a select group of 34 local dairy farmers and comes in Pure, Thickened and Light Thickened varieties. It is only being sold in Woolworths.Fonterra says the chilled cream category is worth over $300 million in Australia, but there's been a decline in sales in recent years.
“We believe there's a big opportunity to get cream back on the weekly shopping list by motivating foodies to use it in their cooking all year round," said Anchor's senior brand manager Kate Hughes.
"We've packaged it in cook-friendly formats to make it easier."
The range has markers on the side of the bottle to ensure precise pouring and easy measurement in the same way as butter packs.
Screw-top lids allow for safe storage and eliminate messy drips and leaks and the bottles come in exact one-cup (250ml) and two-cup (500ml) sizes.
Fonterra currently has five $100 million dairy brands in Australia including Western Star, Ski and Mainland, and a branded milk product, Riverina Fresh.
The cream will be processed in a newly built plant in South West Victoria.
