Melitta wants to enter the Brazilian segment of single dose

The Melitta-leader of vacuum coffee segment and the segment of paper filters to sieve coffee – plans, over the next two years, entering the Brazilian segment of single dose. "We are researching a new product that has quality, variety and high added value," said Bernando Wolfson, President of Melitta of Brazil, on the morning of Thursday (03/10) in São Paulo. The company that comes by detecting the increase in sales in recent years capsules already sells sachets in Germany, Canada and United States.
In Brazil the company is stepping up investments in the areas of research and marketing and hopes to achieve a gross sales of r $ 1.2 billion in the country in 2016. The business of coffee and filters, which grew 25% between 2010 and 2012, should stay warm this year, during which time they must register a growth of 11% on 2012, and should reach us $ 902 million.
In the world, the Melitta Group recorded sales of 1.3 billion euros in 2012, in fall of 4% on 2012. The fall reflects the suspension of exports of green beans from Brazilian subsidiary due changes in the collection of taxes, and the effects of change. "Furthermore, after reaching the historic peak in May 2011, coffee prices followed down to the present day, and are traded to 115 cents per pound," says Stephan Bentz, Melitta Group President.
According to him, the drop registered globally due to the growth in sales of cheaper brands, a phenomenon basically European, particularly in Germany. With that, even though the company's sales have remained stable in volume in the United States and Europe, in revenue they fell. "The fall was offset by the positive result of the Division of Brazil's coffee," he said.
In addition to the retraction of the coffee sales, the company also verified drop in sales of paper filters as a result of the development of new methods of preparation and pressure from cheaper in Europe. "Our brand is going to fight against this trend with innovative, consistent policies," says Bentz.
In Brazil, the company launched the Melitta coffee Wake, prepared for the young audience. "We will continue investing in Brazil despite the uncertainties of the world growth and in spite of the Brazilian GDP," says Bernard Wolfosn, President of Melitta of Brazil. Over the next four years the company wants to reach over 1.3 million Brazilian homes.