Mixing it in Brazil
losing its leading position in the market to Dona Benta Alimentos.
The Brazilian cake-mix market is hotting up. For the first time in almost 50-years, Bunge Alimentos has lost its leading position in the market to Dona Benta Alimentos. But now the company has a strategy to get back on top.
The company has recently launched Primor. Bunge claims that the product is an improvement on anything else currently on the market, and is campaigning hard for recognition.
The company has also reformulated existing brands like Boa Sorte, which has been re-launched with a new layout. Its Sol product now comes with a sophisticated design.
The company claims to be already reaping the benefits. With only two months in the market, Primor has a sales volume similar to Sol.This product led the market for 47 years but has been experienced a slump of late.
Bunge's speciality mixes now represent 8 per cent of the market volume. According to the company, the south and southeast regions make up 86.5 per cent of the total mixes market in Brazil.
