07/31/2008 15h27
Swift launches brand and enters the individual soup market
Gazeta Mercantil 07/31/2008
Competition in the individual soup segment, which grows 30% a year on the average and has annual sales of R$ 90 million (US$ 56.3 million) - the total soup market sells R$ 300 million (US$ 187.5 million), according to AC Nielsen - must become stronger. With an eye on the growth potential of this segment, which grew 80% between 2005 and 2007, Swift (JBS) launches "Moments", an individual and ready-to-eat soup, in the market. "The individual soup segment is the one that grows the most in the total soup market", affirms the director of innovations of JBS, Antonio Zambelli. Unlike the dehydrated soups, Swift's product is ready for consumption. While Vono, the leading brand of the sector, is placed as an option between the main meals, Moments appears as a healthful option to replace a meal. "Moments has all the nutrients, fibers and components to replace a meal with low calorie", says the Officer. The individual soup segment started being developed in 2005 with the launch of Vono (Ajinomoto), which currently holds the leadership in this market with 64% of market share in value. In second place is Qualimax, with 14%, in value. "When Vono came into the individual soup market, in 2005, it was stable. The brand was positioned as a snack option instead of main meal, filling a gap there is in the ready-to-eat soup market", states the marketing manager of Ajinomoto, Alexandre Moraes. The Officer says the company does not intend to take part in the market with other types of soup. "We will develop the individual segment more and more", he says. Currently, the brand has 17 flavors in the portfolio. One of the bets of Swift to gain consumers is precisely the flavor. The target market of the company is women between 25 and 49, which results on a universe of 35 million people. R$ 2 million (US$ 1.25 million) have been invested to adequate the industrial plant of Barretos, in the interior of São Paulo, to produce the soups, as well as an amount of R$ 8 million (US$ 5 million) for activities of communication. The Swift's earnings for 2008 was forecasted to R$ 60 million (US$ 37.5 million). Among the scheduled marketing actions are: communication in points-of-sale, printed media, radio stations and health clubs.
