Juice maker General Brands plans growing with chocolate
Valor Econômico 05/20/2009
Maracanã Stadium, end of the 2004 Brazil Soccer Cup. Santo André 2 to nothing against Flamengo. It was in that soccer match, broadcast in national TV, the powder juice brand Camp - printed on the jerseys of the unexpected winner - became nationally known. The prestige brought results to manufacturer General Brands, which saw its earnings leap from R$ 40 million (US$ 19 million) to R$ 70 million (US$ 33.3 million) that year and had its image consolidated as a manufacturer of powder juice. And that way it continued, in the same segment, launching its line of ready to drink juice in 2007. But in 2009 General Brands decided to take further a step, in order to become a food company. "We are launching our line of chocolate, desserts and hazelnut cream", says Isael Pinto, president of the company, with headquarters in Guarulhos (SP).
The change occurred in August last year, when the company purchased 50% of Divino Sapore, a chocolate manufacturer from Campo Grande (MS). Divino Sapore had already been manufacturing for some years - through outsourcing - the granulated chocolate GB sold. "Together with the line of juices, we also had a small production of candy and candy decorations, among them the granulated chocolate mentioned. But the main business has always been that of beverages", he says. Even today, 60% of GB sales come from juices. In total, GB is investing R$ 10 million (US$ 4.8 million) in the new line of products. The idea is to exceed the R$ 170 million (US$ 93 million) sold last year to close 2009 at something between R$ 210 million (US$ 100 million) or R$ 220 million (US$ 105 million). The main product of the chocolate line is the 126-gram chocolate bar that is being presented to retailers this week in the 25th Apas, the international supermarket business fair, which is being held until tomorrow in São Paulo.