MABEL optimizes your recipes and renews their packaging

São Paulo, June 12, 2013-MABEL ®, brand of PepsiCo's biscuits, which also produces the PEPSI ®, GATORADE ® and TODDY ®, among others, in June brings new recipes in a few items of brand portfolio and new packaging for the entire line.
To make the products even more tasty and make packaging more attractive investments were made in research that determined what are the main features that consumers were seeking in each one of them.
The research, which assessed the MABEL ® products and the greatest market competitors, were made with about 2,000 consumers during four months in three different States (PE/SP/MG).
After the research, the products that have undergone changes in wording were the biscuits: stuffed, tartlets, crackers, doughnuts, hot-rolled, buttery, toast, appetizers and waffers.
Visually were kept features like the color of the packaging and logo, but the size of the Mabel brand has changed, getting bigger and with more prominence, creating greater consumer identification with the brand.
"In Brazil, the biscuits segment has input in all markets and social classes. Thinking about it, we decided to make our products even more delicious and more attractive. In the packs were highlighted the attributes of each product, showing his evolution. ", explains Daniel Assef, Director of marketing for PepsiCo Brazil.
PepsiCo Brazil entered the market of biscuits in 2009, with the launch of the Quaker brand cookies and in 2010 with the launch of the trading desk line. A year and a half ago, the company purchased the MABEL ®, a company that is 60 years ago goianiense in the market.