Mondelez accelerates pace of releases

The Mondelez, manufacturer of chocolates, Club Social crackers, Bis gum Trident and powdered juice Tang, is doubling the number of releases this year to recover its double-digit expansion rate. Will be 12, and half of that is already on the market. Cyro Gako, President of the company in Brazil for seven months, is in a hurry.
Now he prepares the most important novelty of the year for a month: a canister of chocolate, filled with pieces of biscuit and dulce de leche. The small, sweet, was developed in Brazil, eyeing the young audience.
The new sweet, which should reach the costing R $ 1,89 retail, will be imported from Mondelez of Ireland. Gako didn't want to wait the Brazilian machine get ready: "two years ago, the competitor's swimming stroke, alone in the market. Let's start selling soon.
The Lacta 5Star, initially, will be across the country, with the exception of the North and Northeast. The Agency Wieden + Kennedy will put the hype on the street in August. By the end of the year, production is now done in Brazil, where the Mondelez has six factories.
The competitor is the American Mars, which also sells its Snickers for $ 1.79. This sweet was the fourth best-selling chocolate product in number of units in the country last year, according to Mars, based on data from Nielsen. He helped the company double its market share of chocolate in the country, for something around 5%-Nestlé and Mondelez dominate, with almost 80%. Sales of chocolate come from shrinking in Brazil. In the first quarter fell 9.97%, compared to the same period last year, a total of 122.9 million tons, according to the industry association (Abicab). The entity estimates a small industry recovery in the second half, but still, the production should end the year in fall of 6% to 7%.
Gako, which before the Mondelez, worked at Philips and Procter & Gamble, you know, of course, the economic crisis in the country, "that comes income affecting consumer". But he has told the team that the climate of pessimism may install itself in the company.
Notes that the high dollar impacts more than half of the inputs used by the Mondelez, such as sugar and cocoa. And he also cares about the fall of sales "in small shops and bars". But amendment: "the crisis has to be on the outside". In 2016, Gako intends to do more than 12 releases.
The candy market, consumer products on impulse, is not homogeneous, there are nuances. Gako says, for example, that not every kind of chocolate is being left out by Brazilians.
The boxes of assorted candies are no longer so successful and show some stability. But sales of waffles and the bars stuffed ("candy bars") grow. Hence the focus on 5Star.
This year, Gako launched new flavors of biscuit BelVita, Trident chewing gum and a new packaging for candy Dream Waltz. Club Social biscuit turned sandwich of ham and Turkey Breast. The biscuit market, where Mondelez is the Deputy leader, behind M white, grew 8% this year, until May. The average price of biscuits in the country also rose 8%.