Italian Dr, gluten-free food Schär, plans factory in three years

The Dr. Schär, Italian manufacturer of gluten-free foods, bought the Mentor Foods, its representative in Brazil, and begins to take off its expansion plan.
The goal is to conquer, until 2017, 40% of the market of food products without gluten. If this piece is reached, begin studies for setting up a factory in the country, said the value of Director-General Dr. Schär Brazil, Fernando Menezes.
The Executive, who worked in the area of communication from Nissan and Renault, had the idea to start selling Italian brand products in the Brazilian market. To this end, he founded the Mentor Foods, which was eventually sold to Dr. Schär in November this year.
In 2012, the first year of operation, the products were sold in 150-points today are about 2 thousand, in every State.
Gluten-free products, originally intended for coeliacs (people whose immune system does not tolerate gluten), have been attracting a wider audience-there are those interested in a more "healthy" even those who believe that eating gluten free products helps to lose weight.
It is difficult to know the actual size of this market in Brazil, but a survey by Euromonitor, in 2012, indicated that the products without gluten and dairy free sales amounted to $ 309 million. But it is the growth rate well above other types of foods-that animates to manufacturers and retailers.
Dr. Schär's strategy to expand sales in Brazil through keep your price list, in force since January this year, throughout 2015.
"We're not going to turn the table, let's keep prices", says Mark. Are 27 products, including breads, biscuits, pasta for lasagne and a preparation to bake bread at home. Prices vary between $ 8 and $ 14.
The products are imported from three factories, out of a total of eight that the company has in the world. Come to Brazil from Italy, Germany and Spain. Last year, Dr. Schär, founded in 1922 to assist children celíacas, won € 230 million. Is present in 50 countries and in Europe has about 40% of the market of food products without gluten.