With structure of Mabel, Pepsico biscuit portfolio increases

A year after buying the competitor, Pepsico put on the market the first lines of biscuits produced in factories acquired. With the launch of the trading desk, Quaker and Toddy, the company now has options with higher added value and also cheaper (brand name Mabel itself).
Daniel Assef, PepsiCo's marketing director for Brazil, says that the company was studying for quite some time to expand the portfolio, but "lacked muscle" to mount the operation. The acquisition of Mabel offered the necessary structure, in addition to distribute the products throughout Brazil. "It was strong investment in plants and innovation in Mabel," he says.
Manufacture cookies of greater added value can increase the profit margin in the category, impacted by inflation in the prices of raw materials. PepsiCo has the goal of making their triple-sized biscuits Division until 2015, and for that we will have to work with all segments of the public