Produkty Pitania introduces new frozen vegetable selections
— 2005-11-17 —
Produkty Pitania has introduced a new selection of frozen vegetable products under its Zolotoy Petushok trademark, including such easy to prepare treats as vegetable nuggets and breaded broccoli and cauliflower. According to a company spokesperson, this new line will compete with other similar market offerings, some 80% of which are manufactured outside Russia.
“Initially we plan to produce about one ton of Zolotoy Petushok vegetable products each month,” said Produkty Pitania’s Vice-President for Marketing Tea Grguric. “In fact, our vegetable line is designed to diversify our Zolotoy Petushok product portfolio. So we will test-market these products in grocery retail outlets in Moscow and Saint Petersburg for the first six months of our campaign, while we monitor sales development.
Although international trademarks continue to lead the frozen vegetables market, company experts forecast a 20-30% annual growth in demand for these new Zolotoy Petushok products, especially in some of the larger cities. Market studies show that 81% of all Russian consumers have come to trust the quality of European products - particularly those from Poland, which command 70% of the European market in Russia. However, as competition grows and new local players move forward, the total market share among foreign manufacturers is gradually decreasing.
By late December, Produkty Pitania will further expand its range of Zolotoy Petushok vegetable products, while also introducing a vegetarian burger.