FRANCE: LIGHT BUTTER MAKES BREAKTHROUGH
Article Abstract:
According to IRI-Secodip, the butter market represented 167,000 tonnes in the 12 months ending 18, March 2001, down 4.1%, while butter with 60% fat content represented 625 tonnes, up 111.9%, butter with 20% to 25% fat content represented 6,000 tonnes, up 11.1%, and butter with 40% fat content represented 3,346 tonnes, up 8.6%. The success of these products is due mainly to the fact that they spread easily when the are taken out of the refrigerator. Bridel leads on the segment of butter products with between 25% and 40% fat content, with its Bridelice and Bridelight products, which represent more than 60% of the sales on this segment. Bridelice with 40% fat content has a television advertising campaign, and Bridelight will have an advertising campaign in women's magazines and in the medical press. The Elle et Vire brand leads in terms of volume for light butter with a 50.5% market share. President, which leads for butter with 82% fat content, has launched President et Bifidus, a butter with 61% fat content, which combines butter taste with the benefits of bifidus, two themes which will be taken up in the 30-second advertising spot which will back its launch in the second half of June 2001. The launch will also be backed by a reimbursement offer for the first purchase until 30 September 2001. This product, which comes in a 250-gram butter dish, is available in sweet and semi-salted versions.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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FRANCE: PRESIDENT BUTTER ELECTED PRODUCT OF YEAR
Article Abstract:
President butter's tear-proof packaging (packets of 250-grams) was elected Product of the Year 2001. This prize will enable the brand to reach its objective of a 15% market share for standard gourmet 250-gram packets within three years, compared with 13.4% at present.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
User Contributions:
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