Q&A WITH BREAK­FAST FOODS’ IM­PORTER We have no­ticed that there is a sig­nif­i­cant change tak­ing place in the break­fast menu of ur­ban house­holds. Since a decade now, con­sumers pre­fer health­ier and nu­tri­tious food. Con­sump­tion of ce­re­als, milk, juices and frui

Progressive Grocer (India) - - Category Watch Breakfast Food -

Tell us about your com­pany and your range of prod­ucts in the break­fast cat­e­gory.

Saven­cia Fro­mage & Dairy In­dia Pri­vate Lim­ited is the In­dian sub­sidiary of Saven­cia Group – the world’s largest pro­ducer of spe­cialty cheese. It has an elab­o­rate break­fast cat­e­gory with food items sourced from dif­fer­ent coun­tries and mar­keted un­der brand names that en­joy a global rep­u­ta­tion and foot­print. We sell branded prod­ucts from France such as Elle & Vire milk; Elle & Vire but­ter; Elle & Vire cream; Granini juice; Elle & Vire yo­gurt; Elle & Vire cheese; Ile De France cheese. We also have a global brand from Den­mark – Co­cio Choco­late milk.

How would you de­scribe the com­pet­i­tive USP and dif­fer­en­tia­tors for your break­fast prod­ucts vis-avis the com­pe­ti­tion?

Our milk, but­ter and cream are pro­cessed with UHT tech­nol­ogy, which helps to pre­serve the taste, qual­ity and con­sis­tency of prod­ucts. Our prod­ucts are espe­cially suit­able for a coun­try like In­dia where the in­fra­struc­ture of chilled lo­gis­tic is a prob­lem. Prod­ucts with UHT are safe for con­sump­tion in hot climate con­di­tions.

What is the con­sump­tion pat­tern and growth rate of your prod­ucts?

Which are the fac­tors driv­ing the growth for your prod­ucts?

There are cer­tain fac­tors driv­ing the growth of our brands. As our prod­ucts are im­ported, main­tain­ing their qual­ity and con­sis­tency is very im­por­tant. Our brands have been able to ad­here to the qual­ity and con­sis­tency prin­ci­ples scrupu­lously. Ed­u­cated and in­formed con­sumers in top ur­ban cen­tres drive San­jay Tan­don Pres­i­dent, Saven­cia Fro­mage & Dairy In­dia Pri­vate Lim­ited the sales of our prod­ucts and their numbers are grow­ing. Cus­tomers nowa­days are more evolved and they have a good knowl­edge about the brand or a prod­uct, which is good for us as we deal in pre­mium im­ported prod­ucts cater­ing to elite and af­flu­ent ur­ban house­holds and high net in­come in­di­vid­u­als.

Any sug­ges­tion for bet­ter cat­e­gory man­age­ment and how re­tail­ers can help the cat­e­gory grow more im­pres­sively?

A bet­ter cat­e­gory man­age­ment in­volves a lot of fac­tors: right shelf space al­lo­ca­tion to each prod­uct; as­sort­ment plan­ning, prod­uct pro­mo­tion, and right pric­ing. Re­tail­ers can play a sig­nif­i­cant role in the devel­op­ment of break­fast cat­e­gory by be­com­ing more cus­tomer-cen­tric and by im­part­ing knowl­edge about the prod­uct to the cus­tomers. I feel, ev­ery F&G re­tail store should have a ded­i­cated break­fast space.

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