Mmmh! Michel launched its pellet business in Europe two years ago exporting to companies on the continent.
However, exports director Alejandro Rivera said there are limits because pellets can only be purchased in bulk.
“We want to start distribution in Europe for other European countries. This is to provide a service to some companies that can’t buy a complete container imported from Mexico,” he told BakeryandSnacks.com.
Manufacture base in Europe?
Mmmh! Michel manufacturers all of its snack pellets in Mexico, enabling competitive prices given the lower labor, raw material and production costs, Rivera said.
“Right now it’s our goal for distribution, but not to manufacture in Europe because of costs.”
Europe versus Mexico
The exports director said the Mexican and European snack markets are very, very different.
“Mexican snacks are very hot and strong in taste and the snacks are bigger compared to those in Europe. In Europe, snacks have an airy crunch and softer flavors,” he said.
The company therefore manufactures smaller sized pellets for the European market, he said.
“Right now we’re also starting to use vegetable flours for our pellets, like carrot, given the increasing demand for healthy snacks,” he said.
The regular pellet ingredients include wheat, corn, rice and potato.
The Mexican player also manufacturers finished snack products and operates in the breakfast cereal and confectionery sector.