Manufacturers invest for Panettone turn present

To achieve growth targets of 13% to 35% in sales, manufacturers and retailers are betting on not only as a supporting Panettone at the tables this year, but also as gifts under the Christmas tree. So, invest in new flavors, flashy packaging and in the expansion of distribution.
Arcor's strategy of Brazil, owner of Arcor, Aymoré and Triumph, is to raise the added value of the product. "We want to strengthen the Arcor brand in the category of Christmas pudding. Invest in presentáveis packaging and more sophisticated products, "says Anderson Freire, marketing manager for the company's cookies. The brand has flavors like hazelnut cream and licensing contracts with soccer teams for decorated cans.
Already for the brands Triumph, sold mainly in the State of São Paulo, and Aymoré, consolidated in Minas Gerais, the focus are the traditional lines and filled with marmalade or chocolate.
Founded 60 us, Ofner's reframing your visual identity and the Christmas pudding are an important indication of this new phase. "We are renewing the brand. The packaging of the Christmas pudding are more modern and refined, ideal for gift giving, "says Laura Roman, commercial Director of the company, which will open its 24th store in December, shopping Villa Lobos in São Paulo. Licensing is also being used as a marketing strategy. One of the releases is the fruitcake of the Hello Kitty character, stuffed with cream flavor, reminiscent of tutti frutti gum.
The expectation of Ofner's manufacture, in total, 700 tons of fruitcake this year, 75 percent more than last year-mostly for third parties. Ofner, branded the projection is to increase sales by 8%. The company invested r $ 2.5 million in renovation, modernization and expansion of its factory in Sao Paulo to meet the demand for products for Christmas and hired a logistics company to take care exclusively of deliveries of Christmas pudding.
The CRM group, which owns the brands Kopenhagen, Chocolates and Lindt Cacao Brazil, expects to sell 1.1 million Christmas pudding this year, which are produced in the factory of Extrema (MG). In 2013 were sold 820 thousand. The news is the cat's tongue with dulce de leche (Kopenhagen) and Brigadier of Strawberry (Brazil cocoa).
The line received new investments, as part of the project to expand the total capacity of the plant. "Production practically doubled because of investments of r $ 18 million made in equipment. Works have also been initiated this year, with the aim of, in 2015, concluded the second phase of expansion [the unit] with a 100% automated distribution center, "says Fernando Vichi, Vice President, industrial and Finance of the group.
This will be the company's first Christmas with Lindt's portfolio for sale the Panettone with drops of dark chocolate of Switzerland brand, imported from Italy. The Brazilian Group established in March a joint-venture with Lindt to expand the distribution of the brand in the country. Were opened two exclusive shops in Sao Paulo.
The Love rival of Parton expects to sell 25% more Christmas pudding this year than in 2013 and raise revenues in 35% in December, compared to the other months of the year. "We are investing in a huge expansion by Brazil and in anticipation of growing demand. Last year we increased the capacity of the factory to produce 2.5 thousand tons per year, "says Tania Nakajima, responsible for industrial management of Love to pieces.
The 1906 bet on consumer indulgence, i.e. on its willingness to "give up". Packages have also been reworded to be more attractive at the points of sale and the focus of revenue was the chocolate. "We bet on the chocolate and the rejuvenation of the product," said Renata del of course, marketing manager of 1906. The Pandurata Foods, which controls the 1906 marks, Tommy and Visconti, has 62% of the market of Christmas pudding in Brazil.
According to Renata, the company is particularly focused on winning customers in the Northeast. "The per capita consumption of fruitcake is the smallest in the country. There is opportunity to grow ". In total, the company's Christmas pudding sales have been increasing 13% per annum and is expected to repeat the ratio in 2014.
The Brazilian Association of Supermarkets (Open) designs a high of 13.8% in sales of Christmas pudding this year, according to a survey of purchase intent disclosed in November. Last year, the increase was 14.2% in comparison with 2012.