Africa is Polmlek Group’s fastest-growing market, with Jibal playing a strategic role in this development. In autumn 2025, the company introduced fresh Jibal kefir in Pure-Pak® cartons for health-conscious young adults, entering one of North Africa’s most dynamic dairy segments.
The move marks a strategic milestone for Jibal, which from a decade‑long trusted partnership with Elopak, produces several products in the Pure‑Pak® carton including fresh milk, fermented milk and drinking yogurt.
Premium positioning breaks into new markets
The local kefir category in Morocco is less than two years old, with the first products imported from Spain 18‑24 months ago. They appeared on shelf alongside the more traditional fermented dairy drinks such as Laben and Raib that are already a huge part of the Moroccan diet.
Kefir was introduced with a superfood perception, full of nutrients and good for digestion, fitting with consumer demands for food to support health and wellbeing.
Jibal saw an opportunity to grab market share in Morrocco through premium positioning with the Pure‑Pak® carton, which holds an iconic status associated strongly with dairy health.
“As the kéfir market is still young but growing driven by consumer healthy lifestyle trends, the carton is the perfect versatile package to fit with the premium and functional kéfir segment“: Nadia Dehak, Marketing Manager, Jibal.
Partnership delivers brand milestone
Polmlek’s partnership with Elopak was instrumental in reaching this landmark launch for the Jibal brand.
“There is high synergy in this partnership ensuring pack development and delivery on time,” adds Rafik Fkir, Elopak Morocco. “This project was a good opportunity for the Jibal brand to open new segments for Polmlek“.
“The Pure‑Pak® carton fits with the natural core values of the segment, bringing better visibility on shelf to differentiate from other dairy products. But it is the carton’s convenience and easy handling that has enabled the new kefir drink to be adopted across all consumer groups, from grab‑and‑go to families.”
The first Jibal Kefir made its debut in Morocco in September 2025 in a single plain variety into the growing ‘good for body & good for mind” wellness trend. The product achieved listings in all national major supermarkets in early 2026.
