FRANCE: ASTRA-CALVE AND EURIAL SIGN AN AGREEMENT

Article Abstract:

Eurial Poitouraine, the leader for butter with sea salt and AOC butter has signed an agreement with Astra-Calve, whereby Astra-Calve may use the Grand Fermage brand for mixed totally vegetable products. Astra-Calve has agreed to comply with a precise specifications sheet in order to use the Eurial brand. Thanks to this agreement, Astra-Calve is getting ready to launch a mixed product (fats of plant origin, and fats of animal origin with Charente butter) under the Grand Fermage brand.

Product introduction, Creamery butter, Edible fats and oils, not elsewhere classified, Astra AB

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FRANCE: REVIEW OF THE SOLID FATS MARKET

Article Abstract:

According to IRI-SECODIP, the solid fats market continues to decline in supermarkets and hypermarkets, down 4.3% in volume for butter, down 2.5%, for margarines, down 1.1% for light fats for the twelve months ending 30 November 1998, calculated monthly. Cylinders of butter, down 12%; standard tubs of margarine made with sunflower oil, down 8%; and paper-packaged margarine, down 8%, drove the market downward, but other sub-segments show great vitality, particularly margarine with olive oil, up 50%, spreadable butter, up 45%, light butter, up 28%, and salted butter, up 25%. The decline in the market is due largely to new consumption habits, and the purchase of prepared dishes rather than making them at home, and the eating cereals for breakfast rather than bread and butter, and to cooking in microwaves and to steaming. Solid fats manufacturers are using various means to stimulate the market: spreadability, healthiness, developing light products for cooking, and diversification in terms of packaging. Innovation in packaging pays off. The 250-gram rectangular pack of butter still dominates the market, but its value market share dropped 7.3% to 58.7%, and its volume market share dropped 9.6% to 60.6%, while practical rectangular packs rose 15.2% in value and 15.4% in volume, butter tubs rose 10.1% value and 9.9% in volume. Cylindrical packaging dropped 21.5% in value and 11.8% in volume, while packaging in butter paper continues to rise, up 8.3% in value and up 6.8% in volume.

Sales & consumption

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FRANCE: A NEW LOGO FOR EURIAL POITOURAINE

Article Abstract:

Eurial Poitouraine's Grand Fermage now has a new logo which is more legible and dynamic. Eurial Poitouraine has also revised its butter packaging in order to create the effect of a range under this brand. Grand Fermage will have an advertising campaign in 2000. The launch of a new television advertising spot is scheduled for the first quarter of 2000.

Dairy Products, Dairy Product Manufacturing, Pickles, Sauces, Salad Dressings, Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing, Campaign Launched, Condiments, Grand Fermage

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