Whirlpool''s capsule and company Ambev will have factory in the country

São Paulo-when it was created in May last year, b. blend was expecting to sell a good amount of Guarana soda in capsule for its drinks in the first 12 months of operation.
Nothing compared to what happened in the midst of economic downturn and political uncertainties: sales of the product of the joint venture between Ambev and Whirlpool were eight times higher.
The surprise was such that the company decided to invest in a factory of beverages in the country, even in the current macroeconomic scenario, discouraging investment.
Announced today that it is finishing the construction of a plant in Sete Lagoas, Minas Gerais, in an industrial complex of Ambev.
The plant, made in six months by 50 people and with 70 vendors, has 1,600 square meters, employs 15 people, for being virtually all automated, and do 25 drinks.
The start of production will be in the second half, but the company didn''t need when.
The decision, expected the company, should result in a faster, streamlined chain launches and greater flexibility of prices and portfolio. Before, all the pods came from Germany – beverages machines are still made in Joinville, Santa Catarina.
Prices, however, should not be changed. Today, the pods cost between R$ 1.49 to R$ 4.99 and the machine, since its launch, had the value of 3,499 to 2,999 R$ R$.
"We''re playing in ten categories, with product options and prices for the various types of consumption," said Omar Zeyn, CEO of b. blend.
Public help
Five new brands were announced by the company-the threads that will be focus of production: pure taste, 100% natural juices, nectars, Levez Sunchai, hot tea and ice cream, Fruá, frapês, and Brown Town, chocolates.
Among them, two (pure taste and Levez) emerged from research and suggestions of part of the premium, the first 500 customers to buy the machines of b. blend.
After a selection, the company brought together 40 co-criadas ideas with help of these people in November 2015. They will not receive anything in return for financial.
"But they have the privilege of being part of the creation of new flavors, in addition to narrow its relationship with the brand," says Zeyn.
Sales of the products will continue to be made by the brand''s website, www.bblend.com.br, and partly from the shops of 50 units sell FastShop – the machines.
Currently, 400 cities in the country receive the products and the intention is to expand this number.
"The company in an own logistics chain, despite being within the complex of Ambev", explains the CEO.
Do alcohol Ambev are out of the question so far, ensures the Executive.