Prymat: a European player in the Hungarian spice market

It was last year that the Polish spice producer Prymat Group entered the Hungarian market by buying Laci­konyha Kft. The group is a partner of the biggest multinational retail chains. Our magazine interviewed László Bruszt, managing director of Lacikonyha Kft.

T. M.: – Lacikonyha was established by Hungarians but it has a Polish owner now. How does the company fit into the structure of Prymat Group and what are the group’s goals in the Hungarian market?

László Bruszt
managing director
Lacikonyha

– Prymat Group formed in 1983 and it is one of Europe’s biggest spice producers. The group’s products are present in the shops of 21 European countries. Lacikonyha can profit from Prymat’s production, R&D and quality assurance practices, and we can share our knowledge of the Hungarian market with them.

T. M.: – Which are the main brands and who are the target groups in Hungary? In which areas do you plan to make progress?

– Kucharek (condiments and stock cubes) and Prymat (spices, spice mixes, marinades and mustards) are the group’s two strongest brands – both of them are Polish market leaders. In Hungary the flagship brands are Lacikonyha (seasoning paprika and soups) and Ízmester (spices, spice mixes, salads and various vegetable products).We plan to expand the product selections of both brands in the future.

T. M.: – How do you position your brands? What product advantages do you communicate and what are your messages to consumers?

– The Lacikonyha brand is basically convenience products: high-quality Hungarian-style products offered at favourable prices. As for the Ízmester brand, these products are perfect for housewives or gourmets to create something special in the kitchen. They contain no flavour enhancers, colourings or preservatives.

T. M.: – It is not easy to get noticed for new brands that wish to strengthen their positions. What is your marketing strategy?

– In the first stage we would like the trade to get to know Lacikonyha and its products. We do believe that the in-store tools used by the Prymat Group will also be successful. (x)