Anchor (brand)

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, Fonterra uses the
Fernleaf brand instead of Anchor.[1]
 Anchor

Type Private

Industry Dairy

Founded 3 November 1886

Headquarters Auckland, New

Zealand
Parent Fonterra Co-operative
Group

In New Zealand
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 Fonterra.

As the 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,
allowing Fonterra to again align its
international and domestic dairy brands.

Anchor Milk

Fresh Anchor Milk products available in

New Zealand are manufactured and
marketed by Fonterra Brands, a division of
Fonterra. The main plant that processes
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.[2][3] In
2013, the Anchor brand was released in
China.[4]

Anchor Milk Powder

Anchor Milk Powder is the major Anchor

product available in some developing
countries, such as Guyana and Ethiopia.

Anchor Butter and Anchor Cheese

Anchor Butter and Anchor Cheese are sold

in New Zealand, but the brand for these
products in New Zealand is still owned by
a Goodman Fielder subsidiary. For butter
and cheese the brand was not returned to
Fonterra in the brand swap so not all
Anchor branded products are Fonterra
products in New Zealand.

However, like most dairy products in New

Zealand, the milk is still sourced from
Fonterra suppliers and for butter and
cheese, it is also likely that Fonterra
manufactured the products with Goodman
Fielder simply packaging the products.

Outside New Zealand

Internationally the Anchor brand is 100%
owned by the Fonterra Co-Op Group. It is
available in (and manufactured in) many
areas including:

Australia
Barbados
China[5]
Chile
Ethiopia
Fiji
Indonesia
Malaysia
Mauritius
Middle East
Pacific Islands
Peru
Philippines
Russia
Singapore
Sri Lanka
Taiwan
United Kingdom
In the United Kingdom, Anchor block butter
was imported from New Zealand until
August 2012 when Arla Foods UK, the
British licensee, transferred production to a
local factory at Westbury, Wiltshire, using
British cream.[6]

Anchor Spreadable
Anchor Spreadable is one of the brand's
specialised products. This butter based
spread is softened with canola oil and
spreads easily, but marketing claims of its
being spreadable direct from the fridge
have been questioned. A campaign in 2003
for Anchor Spreadable, created by Jonti
Picking, of Weebl and Bob fame, included
television ads featuring wobbly cows.

Anchor Spreadable, as well as other New

Zealand butter products, were banned
from import into the EU for a short time.
This came after a complaint made to the
European Commissioner for Trade, Peter
Mandelson, by the German dairy trader,
Egenberger.[7]

See also
Dairy farming in New Zealand

References
1. "Our Brands – Anchor" (https://web.archive.
 org/web/20080512061446/http://www.fon
terra.com/wps/wcm/connect/fonterracom/
fonterra.com/our%2Bproducts/consumer%
2Bbrands/our%2Bbrands/anchor/anchor
1) . Fonterra. Archived from the original (htt
p://www.fonterra.com/wps/wcm/connect/f
onterracom/fonterra.com/our+products/co
nsumer+brands/our+brands/anchor/ancho
r1) on 12 May 2008. Retrieved 23 May
2008.
2. "Anchor Xtra" (https://web.archive.org/web/
20070808180132/http://www.anchor.co.n
z/index.php/pi_pageid/11/pi_productid/
7) . Archived from the original (http://ancho
r.Co.nz/index.php/pi_pageid/11/pi_product
id/7) on 8 August 2007. Retrieved
14 September 2009.
3. "Mega Milk" (https://web.archive.org/web/
20070810094936/http://www.anchor.co.n
z/index.php/pi_pageid/11/pi_productid/
3) . Archived from the original (http://ancho
r.Co.nz/index.php/pi_pageid/11/pi_product
id/3) on 10 August 2007. Retrieved
14 September 2009.
4. "Anchor Xtra" (https://archive.today/201502
11051800/http://www.nzedge.com/fonterr
a-takes-anchor-brand-china/) . Archived
from the original (http://www.nzedge.com/
fonterra-takes-anchor-brand-china/) on 11
February 2015. Retrieved 10 February
2015.
5. "Anchor China" (http://www.anchor.cn/) .
Retrieved 10 February 2015.
 6. "Arla moves Anchor butter production to
the UK" (http://www.thegrocer.co.uk/fmcg/f
resh/dairy/arla-moves-anchor-butter-produ
ction-to-the-uk/232185.article) .
7. "Food & beverage industry news" (http://ww
w.foodworks.Co.nz/news/newsprevious.ht
m) . Foodworks. Retrieved 14 September
2009.

External links
Anchor Institute (http://www.anchorinstit
ute.com/)
Anchor Malaysia (https://web.archive.or
g/web/20090405193931/http://www.fo
nterrafoodservices.com.my/anchor/)
Retrieved from
"https://en.wikipedia.org/w/index.php?
title=Anchor_(brand)&oldid=1114197542"

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