Anchor (brand)
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| Private | |
| Industry | Dairy |
| Founded | 1886 |
| Headquarters | Auckland, New Zealand |
| Parent | Fonterra agricultural co-operative |
| Website | www.anchorfoods.co.nz |
Anchor is a brand of dairy products that was founded in New Zealand in 1886 and is one of the key brands owned by the New Zealand-based international exporter Fonterra Co−operative Group. In Malaysia, Singapore and Taiwan the Fernleaf brand is used in place of Anchor.
Historically the Anchor brand of milk products in New Zealand was owned by the New Zealand Dairy Group which merged with Kiwi Co−operative in 2001 to form the mega dairy Co−operative Fonterra. As this merger would leave New Zealand with virtually no competition in the domestic dairy sector, government legislation was required for Fonterra to be formed. One of the requirements was that Fonterra must divest its strongest domestic brand, Anchor, in the New Zealand market. This did not affect the brand internationally. The brand was sold to what is currently Goodman Fielder. Between 2001 and 2005 Fonterra grew one of their smaller milk brands which was originally only available in the South Island of New Zealand, 'Meadow Fresh Milk' into a nationwide brand which provided good competition to the Anchor Brand of milk products. In 2005 Fonterra did a brand swap with what is now Goodman Fielder, swapping Meadow Fresh for Anchor meaning Fonterra could once again align its international and domestic dairy brands.
Fresh Anchor Milk products available in New Zealand are manufactured and marketed by "Fonterra Brands", a division of Fonterra. The main milk processing plant producing Anchor milk in New Zealand is in Takanini, Auckland.
In addition to the common varieties with differing percentages of milk fat, they also offer "Anchor-Xtra", with extra calcium (marketed to "extra active" parents), and "Mega Milk", with extra vitamins, as well as extra calcium, marketed for children. In 2013 the Anchor brand was released in China.
Anchor Milk Powder is the major Anchor product available in some developing countries such as Guyana and Ethiopia.
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Wikipedia