Blédina launches the potty in the fresh
This is the latest idea to exonerate Blédina moms give their babies prepared foods. The subsidiary of Danone, France's leading infant nutrition market with 48.6% (against 23.4% for Nestle), will launch next month the first cooked dishes, compotes and other small pots sold in the fresh. Dubbed Blédina Day, this range of twenty-seven references (savory dishes, desserts …) is for toddlers from 4 to 12 months.
It took three years to Blédina and more than 10 million investment to develop these products, manufactured at its plant in Brive (Corrèze). Their launch, first in the large hypermarkets and Monoprix in Paris, will run until 2013. If successful, Europe is already in sight.
Fifty years after inventing the small glass jar, Blédina intends to revolutionize the consumption patterns. The company even provided dedicated refrigerators to hypermarkets, which will be placed in the middle of the radius baby. "We want to find moms who have moved away from these products because of the taste and rally those who have never been consumers with products that are as close as possible to the home-made," says Didier Lamblin, who took the Blédina reins last September. Approximately 30% of mothers are still reluctant to provide any dishes made with their babies and prefer them to concoct a homemade mashed potatoes. In total, more than half of the consumption of children aged 0 to 3 years which is made of non-specific products.
Revive the category
So, even if the French babies are the first consumers in the world of small pots and other dishes cooked (115 kg per year per child), tied with the English, partly because of prior trademarks and the number of active women, the growth potential remains high no fax pay day loan. This market, which weighs 1.2 billion euros (including 85% in supermarkets), has been stagnant for three years after experiencing an average growth of 6 to 7% from 2001 to 2008. He even saw its volumes fall by 3% over the last six months. "We have never experienced such a decline in this market," says Didier Lamblin, which reflects the constraints of purchasing power of French households. The purchase of small pots and other dishes (48% market share) has been most impacted by the economic environment than baby milk (52% market share), considered essential.
There was therefore urgent to revitalize the category. Especially as Nestlé, challenger in France, put the package last year to revive its brand NaturNes. Which enabled him to win a point of market share. "We are optimistic that growth will be as fresh to the radius of up to 25% of the category," said Didier Lamblin.
To convince moms, Blédina has chosen to focus on the naturalness, the culinary virtues and taste. On white background, packaging puts forward the product recipe and origin 100% French ingredients. Blédina also preferred product availability, crisis requires (from 1.69 euro to 3.70 euro reference).
Another initiative at Danone, Gallia will launch its brand by the end of an economy size baby milk in the form of a bag-in-Box, for the most modest budgets.
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