Deep freezing to replace preservatives
— 2005-05-17 —

The frozen foods market has recently demonstrated sustainable growth. Produkty Pitania president, Stefano Vlahovic, talks about why growing demand for chilled foods will not affect a relevant sector of the market.

The Russian frozen foods market has grown substantially over  the last several years. I am convinced that this sector has competitive advantages over the chilled foods sector because each sector targets different consumer audiences. Chilled meat products do not have to be defrosted but their expiry dates are limited and it is not always available to average income consumers. Our products also do not have to be defrosted and their expiration dates are much longer.

We are working to further improve the taste of frozen foods and to also add national courses in our products range. In 2004 the company introduced 11 new products in several categories:  meat entrees, convenience vegetables, ready-made lunches and hot snacks. Total production amounted to 88.400 tons. Currently over 20% of frozen chicken convenience foods in Russia and CIS are manufactured by our company. Sales growth in our company exceeds 30% per annum as more people come to understand the advantages that come with deep freezing. We are currently building our fourth production facility to manufacture the additional 600 tons of products a day.

Produkty Pitania Company is Russia’s largest frozen convenience foods manufacturer and the leader of frozen chicken-based convenience foods manufacturer. Presently the company produces 39 types of products in various categories, under Zolotoy Petushok and Domashniaya Skazka brands.