Danone retires Prostokvashino brand from Ukrainian market

24 August, 08:18 PM
Danone (Photo:REUTERS/Christian Hartmann)

Danone (Photo:REUTERS/Christian Hartmann)

French food and beverage manufacturer Danone has announced the introduction of a new brand named Prosto Nashe (Ukrainian for “simply ours”) for traditional dairy products in the Ukrainian market, news agency Interfax-Ukraine reported on Aug. 24.

Previously, this product line was marketed under the Prostokvashino brand, which stems from Soviet-era cartoon series, and has recently become associated with Russian cultural imperialism.

“This brand is replacing the Prostokvashino brand, which has run its course with the arrival of fundamental cultural and value changes in Ukrainian society,” the company said.

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“The launch of a new Ukrainian brand is another symbolic step towards the strengthening of uniqueness and authenticity of [our] Ukrainian production.”

The company spent about a year working on the project. The brand will feature a range of products including milk, kefir, buttermilk, sour cream, and cottage cheese. All production will take place at the Danone plant in Kremenchuk, Poltava Oblast.

Earlier, it was reported that Russia had nationalized the local subsidiary of Danone. The enterprise is now led by Ramzan Kadyrov's nephew, Yakub Zakriev.

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