Parmalat launches soft drink, cookie in Brazil

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SAO PAULO -- Parmalat, the Italian dairy products company that has made Brazil its second biggest market after Italy, is launching 35 new Parmalat products by the end of the year here.

Parmalat recently launched non-dairy products in Brazil such as coffee and breakfast cereal and now it's set to launch an isotonic soft drink to compete with established brands like Gatorade and Marathon.

The raft of product launches will be supported by two new advertising campaigns. One commercial will feature soccer star Ronaldinho in his first appearance representing Parmalat.

Parmalat intends to launch a new line of yogurts, with a special ad campaign handled by the brand's agency in Brazil, DM9 DDB. So far, Parmalat had only marketed the Yoplait brand in Brazil-- which it bought in 1993 along with the company that produced it, Lancesa-and a few other natural yogurts. The new line will include many different flavors and puddings, with special products for kids, teenagers and adults.

The other new products include cookies, two fresh juices, cheese and an easy-open package for milk. In snacks, Parmalat will attack with "Grisbi", a snack that was being imported from Italy and will be produced locally. A new apple juice under the name "Santal" is also to be launched.

Copyright November 1997, Crain Communications Inc.

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