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
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.