Prices don’t hurt Túró Rudi brands

By: Szalai László Date: 2023. 03. 03. 10:45

Chilled dairy snack makers were forced to increase prices, owing to the drastic growth in the price of milk. In the light of this, it isn’t surprising that Túró Rudi dairy snack volume sales dropped 5% last year in comparison with 2021. However, the 14% increase in value sales didn’t only happen because of higher prices: consumers continue to trust branded products very much.

Csilla Góré-Toman
senior channel &
category specialist
FrieslandCampina Hungária

Csilla Góré-Toman, senior channel and category specialist of FrieslandCampina Hungária ZRt. told: the favourite branded products of consumers strengthened their market positions further. For years now buying multipacks has been a growing trend; currently these realise 48% of sales.

Bettina Kőszegi-Kovács
junior brand manager
Sole-Mizo

We learned from Bettina Kőszegi-Kovács, junior brand manager of Sole-Mizo Zrt. that plain versions are still the most popular among Túró Rudis.

No added sugar

Last year brought major new innovations in the Túró Rudi category. Ildikó Tóth, senior brand manager of FrieslandCampina Hungária ZRt. told our magazine that the launch of Pöttyös 0% added sugar was responsible for nearly half of the annual growth in the category! What is the key to its success? Premium quality, a strong launch campaign and satisfying an existing consumer need: shoppers can reduce their sugar intake, but they don’t have to make compromises in terms of taste.

Real chocolate instead of compound coating

From last year the Túró Rudi dairy snacks made by Sole-Mizo Zrt. get real dark chocolate coating: Mizo Túró Rudi made with real dark chocolate debuted in the autumn of 2022, and demand is definitely on the rise. This February the company put Mizo Túró Rudi without added sugar on the market. This launch was backed with a big marketing campaign. //

A cikk a Trade magazin 2023.2-3. számában olvasható