Refrigerated dessert bars with diverse product advantages

Milk bars, túró rudi and other dessert products made from cottage cheese belong in the refrigerated dessert category, according to the segmentation used by Nielsen. This category is characterised by strong brands and frequent innovation. Among milk bars, the Kinder product range of Ferrero is the biggest brand, which includes products intended for children and adults as well (Kinder Tejszelet, Kinder Pinguí, Kinder Maxi King, Kinder Paradiso). Montice by MONA Hungary is sold in chocolate, honey and coconut versions. Túró rudi remains the biggest segment in the category, with the unflavoured version continuing to dominate sales. Among cottage cheese desserts, new flavour versions enjoy more success, like Pont2 of the Pöttyös brand. The Pötytyös brand offers the widest assortment both in terms of size and flavour. One of the most successful promotional campaigns of 2008 was completed by Pöttyös. The idea of online bidding for gifts and the innovative nature of communication was rewarded by a Golden Effie. As Viktória Kiss, brand manager of Frisland Hungária Zrt. has told us, participation by consumers was far higher then their most optimistic expectations. They believe that the harmonised use of ATL and BTL communication was the secret of success. According to Eemese Paragi, brand manager of SOLE-MIZO Zrt, domestic retail chains and hyper markets are the dominant distribution channel in this category, but supermarkets are also producing dynamic growth. Sales of Flört remained stable last year. Their MIZO Boci sub-brand is intended for children, and cccording to feedback, it has been received favourably. Danone also has a product in the túró rudi segment. According to Beáta Kiss from Danone Kft, Danone Super Rudi has maintained its market share in spite of the recent expansion achieved by private labels. In the refrigerated milk dessert category, cottage cheese based dessert is a relatively new segment, which accounted for 4 percent of total sales last year. Success of the segment was due to the expansion of the Pöttyös products range in the form of Bonbon, and Pöttyös Pont2. Bonbon was a limited edition product, while Pont2 is targeted at dynamic young people. Kiss túró bon-bon by Biohun Kft, is a new product in the cottage cheese dessert segment, which might become a significant innovation. It is made without preservatives and filled with peanut cream. It is sold in unflavoured and coconut versions.