Danone launches cracker marketing drive in Brazil

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SAO PAULO -- Danone, the French company known primarily in Brazil for its dairy products, is preparing to storm the country's crackers business, investing $25 million in production and marketing.

Danone has 24.6% of the yogurt market in Brazil and is one of the big players in the cracker business worldwide. In 1994, the company bought local cracker producer Triunfo and Danone also already owns 25% of Aymor1, a strong cracker brand in the state of Minas Gerais. The company intends to grow sales by 20% this year as it makes its first concerted marketing efforts in this sector.

In Brazil, leadership in this segment belongs to Nestle, with its Sao Luiz product line at 10.6%. Another Nestle line, Tostines, holds a 7% market share. Triunfo has 5.5%.

Z+G Grey Sao Paulo handles Danone's crackers account and has created the slogan: "Danone, now to bite". A TV commercial backed by various dif- ferent promotions, such as in-store sampling, will start in March.

The 12 products to be launched in the new range include waffles, cream crackers, flavored and butter crackers (in wheat, honey and milk flavors).

Copyright February 1998, Crain Communications Inc.

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