Kellogg will invest R $250 million in the expansion of Parati

Kellogg, American food manufacturer, announced an investment of approximately R $215 million ($ $66 million at the exchange rate of the day) to expand the facilities of Parati, located in São Lourenço do Oeste (SC).
According to the company, will be built new structures in the city in 2018. The expectation is that these units come into operation in 2019. The Kellogg and the Government of Santa Catarina maintained secrecy about the details of the investment plan.
Kellogg reported that "the new structure is aligned with the company's expansion strategy and the focus of the company in Brazil, an important market for the company". In a statement, Gustavo Rincon, Vice President of Kellogg in MERCOSUR, said the company did a detailed analysis of opportunities to boost the growth of the brand Parati, which resulted in the current investment. Kellogg, however, keeps quiet about which products you want to enlarge the production in the near future.
The Kellogg paid R $1.38 billion ($ $430 million) in October 2016, to acquire the Parati. This was the largest acquisition in Latin America. At the time, Kellogg wanted to advance in the market of biscuits and snacks, reducing dependency on Brazil from the sale of breakfast cereals and cereal bars.
According to data from Euromonitor International, in 2017, the Kellogg led the Brazilian market for breakfast cereals, with 23.9% stake. Savory snacks category, accounted for 1.8 percent of the market, including the business of Parati and Pringles. The Parati is the eleventh in savory snacks segment sales, with 1.1% stake. In the category of sweet biscuits, is the ninth place, with 1.2%.
When it was acquired, the Parati had annual revenues of $600 million, 3200 employees and R two factories, in São Lourenço do Oeste and Christmas. The Parati produced around 100,000 tonnes of food a year, offering 150 product lines, between cookies, snacks, cereal bars, breakfast cereals, soft drinks in powder, broth, noodles and fruitcake. In addition Jamaican brand, Kellogg also became owner of brands including, Trink Hot Cracker, Minuet, Zoo Cartoon, Padova and Good.