Invicta manufactures food for children who have allergies to milk protein

The company was born from the works of four researchers in the area of food science at the Federal University of Minas Gerais (UFMG). According to Director Wendel de Oliveira Afonso, are 30 years of research, on the demand of a portion of society has turned into a business opportunity. He claims that the Group has done market studies and realized that the work developed could be applied in at least three sectors: sports nutrition, clinical nutrition and traditional foods. The area of clinical nutrition was the one that proved to be most promising.
"There is no national manufacturers in this segment. As my production is national, my product is cheaper and so gain competitiveness, "he says. Alfonso explains that in this market the product price makes even more difference, since the main client is the Government. To be able to sell to the public initiative, the company participates in bidding processes, where the item price has great weight.
Challenges-But this scenario of competition with international brands also brings major challenges for the Invites. That's because most companies that sell this product are multinational with very well established structures in Brazil and with a wide network of distributors. To get even more advantages that ensures strength on these competitors, the company is trying to negotiate a special tax regime by the Government of Minas Gerais. The entrepreneur recalls that the benefit would be important not only for the exploitation of the mining company, but also for the economy of the State Government itself, which is also a client of Invites.
Currently, the company offers only one product that is geared toward children who have disorders of digestion and absorption of nutrients and allergy to cow's milk proteins. According to Alfonso, the product is marketed in powder and packed in cans. The Director says that the company is already preparing to launch a new product for kids that have the same disease, but in a slightly softer level. According to him, this is a common disorder among children and therefore the company focuses on product. But he added that the Invites performs several studies and has an interest in launching new formulas to meet patients with different diseases.
Alfonso says that the expectation for the next years is positive, since the market of products related to health and well-being registers steady growth. In addition to product launches, is among the company's targets for 2015 the expansion of markets. The expectation of the Director's next to Sao Paulo and Rio de Janeiro and continue expanding until you reach across the country.