Rotana Secures Premium Shelf Placement Across All Carrefour Egypt Stores

Egypt’s Largest Retailer Backs Rotana

After a competitive category review covering 12 dairy brands, Carrefour Egypt has awarded Rotana the primary eye-level position in the premium dairy aisle across all 56 of its stores. The placement covers the full Rotana range: Premium Butter, Salted Butter, Clarified Ghee, Reserve Ghee, and the Rotana Cheese line.

Eye-level placement in a major hypermarket typically delivers a **25–40% uplift** in category sales versus secondary shelf positions, a significant vote of confidence from Egypt’s largest retail operator.

The Selection Criteria

Carrefour’s category team cited three factors in their decision:

1. **Consistent on-shelf availability**, Rotana’s production reliability and logistics infrastructure mean near-zero stock-out events 2. **Consumer feedback scores**, Rotana ranked first in taste satisfaction across the blind panel conducted by Carrefour’s quality team 3. **Packaging**, The refreshed Rotana packaging, launched in 2024, was rated highest for premium perception in consumer research

Roll-Out Timeline

New shelf planograms are live in all stores from February 2025.