Health and pleasure for several target groups

The development of refrigerated milk desserts has been stable and dynamic. Between 2003 and 2006, the market grew by 50 per cent, with the volume of sales near 15,000 tons last year. Milk-rice and cream pudding have taken a big share of the market from cream desserts during the past 3 years. According to the latest data from Nielsen, two out of four refrigerated milk desserts sold are cream puddings, while one is milk-rice and the fourth is cream dessert. The success of cream pudding is due to its low price. Brand building is not worthwhile in this segment, as reflected in the spectacular success of private labels. Danone and Fiesland are the two strongest brands in the milk dessert category. Zott Hungaria has a branded product in the cream dessert category. Children are the main target group of Monte, with advertising and in store promotions focused on the figure of Monte dog. Another form of promotion used frequently is the “4 for 3”, when the fourth Monte cup is a gift. A Monte Drink is a refrigerated milk drink which also contains chocolate and peanuts and is placed near milk desserts. Maresi Foodbroker Kft. is the distributor of Campina products in Hungary. Though Campina is a market leader in Germany, it cannot compete with the campaigns of big Hungarian manufacturers. Instead, it focuses on innovation with products like the Optiwell line, which is a low calorie selection of puddings in various flavours. It is the only product in the Hungarian market with a fat content of 0,1 per cent. Since wellness is strong trend at the moment, their brand communication is focused on Optima. Throwaways are frequently used communication tools, which not only serve to present an image, but to provide detailed information about the product. Campina is responsible for the brand image, with a characteristic logo and a short but sharp slogan: “Maximum taste-Minimum calories”.