Desire materialised

Market leader Pöttyös keeps pushing the boundaries of the Túró Rudi segment, appearing in shops with a successful new product every year. This year’s sensation is GURU, which rapidly conquered the hearts of consumers. A couple of years ago the company started to give stressed emphasis to innovation and the results were Túró Bonbon, Pont2, 10Pontos and GURU. – Pöttyös is a real Hungarian brand: both strategic planning and product development are realised domestically – says Barbara Harangozó, FrieslandCampina Hungária Zrt.’s senior brand manager. Project teams are established for innovation processes and in these teams all concerned departments are represented: manufacturing experts, product developers, trade marketing managers, sales and logistics manages all work together.

Teams regularly consult with base material suppliers, developing, testing and evaluating different base materials together. What is really new about Pöttyös GURU, which was introduced in April 2010, is that it combines chocolate-related convenience ingredients with the freshness of curd. The packaging of the product is also innovative: just think of the ‘pillow-pack’ effect that protects the product and guarantees an aesthetic appearance as well. Ildikó Németh, channel & category manager told our magazine that they used several spectacular in-store tools and POS elements in modern retail chains to introduce the product to consumers and to make them try it. Hostess promotions were frequent and outside retail channels several ‘out of home’ appearances and promotions were organised.