Thursday, September 03, 2015

A plate of pasta with French accent

Sodebo (Société Des Établissements Bougro), French-owned company specializing in refrigerated foods, formally announced yesterday the beginning of its operation in Brazil. The company began selling in markets and supermarkets located in São Paulo, a line of chilled ready meals pasta based.
The company has closed distribution agreements with the Supermarket retailers, Supermarkets, Supermarket Mambo Balcony Yayá, Emporium São Paulo, balcony and Santa Lucia Emporium-what are networks dedicated to classes A and b. Anne-Charlotte Gouraud, Director of marketing and communications, and responsible for the operation of Sodebo in Brazil, said the company also negotiates the sale of its lines on the network St. Marché and in other supermarket chains.
"The distribution started by São Paulo. In 2016, the company will expand the operation to Rio de Janeiro and other capitals, "said Anne-Charlotte. The Executive added that the Sodebo plans to bring the country to other products and have local production. For now, the lines are imported from France.
Founded in 1973, Sodebo produces chilled lines of pizzas, sandwiches, salads, ready meals (with salad, meat, gravy and dessert), and pasta. In France, according to data from IRI, Sodebo consulting leads the pizza ready chilled, with 57% market share; ready-made salads, with 45% share; sandwiches (28% of the market) and mass (45%).
In Brazil, the company will face competitors such as BRF, JBS and Josapar. The fast food market cooled and frozen in Brazil moved last year $ 1.5 billion, with growth of 10.6%, according to Euromonitor International. Until 2019, provides consulting, this market will grow, on average, 9.7% a year, reaching $ 2,38 billion. In this market, the BRF holds 48.8% stake, with the brands Sadia and Perdigão. Then is JBS, owner of the brands Swift, Rezende and Harvest, with 6.7 percent of the market. Josapar, owner of Uncle John brand, is the second runner-up, with 2% interest.
Anne-Charlotte said the company sees room for the operation in Brazil exceeds Sodebo sales in France in the long run. In his home country, Sodebo sells for 89 million units year pizza ready, 31 million 85 million sandwiches, salads and 18 million boxes of pasta ready.
Last year, the company recorded revenue of € Sodebo 410,6 million ($ 1.6 billion). For this year, the forecast is get a growth of 7% to 10% in revenue. The Sodebo is a privately owned company, controlled by the second generation of the family Bougro, founder of the company. Anne-Charlotte, which will command the operation in Brazil, is the granddaughter of the founders.
The Sodebo started in Brazil with the line of pasta ready Folder Box. The product is sold in packages of 310 grams, with a suggested retail price of $ 13 per unit. Anne-Charlotte said the company evaluates have a factory for local food production, or make a deal with a local manufacturer, depending on the sales performance of this line. The decision to install a factory, according to the Executive, will only be taken in 2017.
Valor Economico
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