US spice giant McCormick & Co. and Yildiz Holding, the owner of  Godiva and Turkish food group Ulker announced that they will build a joint venture for creating a branded herbs and spices category in Turkey.

The venture is McCormick's first move into Turkey's retail channel. The company has sold condiments and snacks seasonings to industrial and foodservice customers in Turkey since 1996 through a venture with local firm Kutas.

Marylene Jumel, director for communications and change management in McCormick's markets in Europe, the Middle East and Africa, said the company had fresh ambitions for the Turkish market.Jumel maintained that Turkey was a "promising market" for herbs and spices and was key to McCormick's strategy of growth in Europe.

McCormick and Yildiz Holding will each own a 50% stake.

This JV is the second in row for Yildiz Holding after the recent JV announcement with Granini for fruit juice business.