On national brand development
— 2005-03-28 —

Produkty Pitania

Zolotoy Petushok and Domashnaya Skazka… Many Russians and residents of CIS countries have come to appreciate products under these brands in the last several years. Produkty Pitania Company manufactures these food items taking the lead in the Russian frozen convenience foods market.

The company’s product line has been designed to meet market demand. Today the company delivers 39 types of various convenience foods. Zolotoy Petushok brand covers products based on whole slices of poultry. Domashnaya Skazka products consist of minced poultry. These products are delivered using advanced technologies but their price is affordable. Quality monitoring is of crucial importance for Produkty Pitania and for these purposes the company uses advanced equipment as well. The company has been awarded diplomas and prizes for its contribution to building sustainable consumer market in Russia and ensuring high quality of products from both authorities and trade forums.

This February at the seventh annual International Prodexpo-2005 Exhibition Produkty Pitania presented its new line of frozen convenience foods and announced its 2005 development strategy. Priorities for 2005 include the launch of the fourth facility, the improvement of market position through expansion of distribution, the promotion of Zolotoy Petushok trademark, and the increase of the importance of marketing and branding. New products development is also important from a strategic standpoint and in 2004 alone the company introduced 11 new products that gained popularity with consumers. In 2005 the company intends to expand production of vegetable and stuffed convenience foods.

At the master class by company specialists Zolotoy Petushok and Domashnaya Skazka products were cooked and offered for guests to taste. Amazingly the time for cooking them never exceeded 6-8 minutes.

Today the share of Zolotoy Petushok goods in the company’s portfolio amounts to 90% of total sales volume, which set grounds for the brand to grow truly national.

On June 2004 Greenpeace Russia published a Consumer Guide entitled "How to avoid using products with GM components?" Produkty Pitania Company was listed in the Green List of the Guide among those who provided written guarantees not to use GM components in products manufacture