"Agrocomplex" Launches Lactose-Free Brand "Mozhnoko"
The product line includes:
- milk,
- kefir,
- sour cream,
- cottage cheese,
- butter,
- yogurts.
The products are primarily intended for consumers with lactose intolerance, but they are positioned as a full-fledged alternative to traditional dairy products.
"Mozhnoko" derives from the word "mozhno" (meaning "can" in Russian) and the brand's idea: lactose-free dairy products should not be seen as a limitation. We aimed to create a brand that allows people to once again enjoy familiar tastes, pleasure, and freedom of choice. Under this new brand, we have unified the company's lactose-free direction and laid the foundation for expanding the product line," said Svetlana Gorodina, the marketing director of Agrocomplex.
The products are manufactured at the "Moloko" and "Syry Kubani" facilities.
The raw materials are sourced from the company's own farms, ensuring quality control throughout the entire supply chain, from milk production to processing.
The technology is based on breaking down lactose with an enzyme, making the product easier to digest while preserving its nutritional properties (protein, calcium, vitamins).
Part of the assortment is already available in the company's "Agrocomplex Vyselkovsky" retail network and online store, with plans to enter federal chains in Southern Russia.
The company emphasizes visual identity:
- a recognizable "purple cow" image,
- modern packaging,
- positioning lactose-free products as a mainstream rather than niche segment.
"Visually, 'Mozhnoko' is designed as a lively and friendly brand. It is easily recognizable by the purple cow, the soft character of the logo, and its distinctive packaging. It was important for us that lactose-free products did not appear as something special or compromising, but as a complete modern dairy line," added Svetlana Gorodina.
