Carob Replaces the cocoa and Conquest by Flavor

The carob is a fruit that replaces the cocoa and has won consumers, who for some reason left to consume chocolate.
In this segment, the Amp House has been growing, on average, 30% a year. "The CarobHouse manufactures carob based products and has a huge market to open up, because all the gondolas quietly in surf: gourmet, dairy free, gluten free, diabetic, natural, imported, in the section of wines, fine pastries and checkout. Anywhere you put it, it adapts, it will find an audience. That makes the company to differentiate themselves in the market, "says Eloisa Helena Orlandi, Executive Director of Amp House, in an exclusive interview to the newspaper Fun News.
Good Harvest
In addition to versatility, another factor that further strengthens the expansion of carob products is the trend of cocoa shortages on the world market and the cost-benefit ratio of fruit compared to cocoa, according to Eloisa. "Increased demand and the industry can't meet. In addition, the fruit is still very cheap compared to cocoa and is little explored in the world. That's why our products have a Premium concept, but I have no problems with the price, since our public does not question this. He knows the product is different, "he says. Amp House products, present in all Brazil, have your distribution divided as follows: 40% in the green channel (specialty stores) and the remainder equally in supermarkets, restaurants and convenience stores.
Difficulties of the market
It's common knowledge economic and social issues surrounding the health food market in Brazil, although it is one of the largest in the world, but the Amp House has other challenges to leverage once the category. "There's still breaking paradigms regarding the conventional chocolate. We want to make people look at the portfolio of Amp House and see products that they can eat, even if she has food restriction. Inclusive product, "explains Eloísa. To this end, the company is already starting a job of tasting in the PDV allied to promotions. However, piracy, damages the perception of the product. "Although we have the rank of all formulas that use as alternative conventional chocolate, still faced with unethical companies that copy our carob dough", concludes.