Jibal expands with introduction of Kefir in Morocco

MOROCCO – Jibal, the Moroccan subsidiary of Polmlek Group, has introduced its first kefir product, marking a new step in the brand’s development.

The company introduced the fresh Jibal kefir in Pure Pak cartons, targeting health-conscious young adults in what is becoming 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 yoghurt.

“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, stated.

The local kéfir category in Morocco is less than two years old, with the first products imported from Spain 18‑24 months ago. They appeared on the shelf alongside the more traditional fermented dairy drinks such as Laben and Raib that are already a huge part of the Moroccan diet.  

Kéfir was introduced with a superfood perception, full of nutrients and good for digestion, aligning with consumer demands for food that supports health and wellbeing.  

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,” added 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.  

Elopak ASA reported another strong quarter and full-year performance for FY2025, marking a major milestone as consolidated revenues exceeded €1.2 billion (US$1.64bn) for the first time in the group’s history.

For the full year, Elopak delivered organic revenue growth of 5.9% on a constant currency basis, building on its solid 2024 performance. EBITDA reached €184.7 million (US$252.35m), an increase of €8.6 million (US$11.75m) year on year, with the EBITDA margin improving slightly to 15.3%.

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