As much with the acquisition of Lu, the American group had some assets in France to deploy Oreo, as much in the world of cheeses, the group starts from scratch in France.
“The brand has been present in Europe for forty years“, relativizes Fabien Razac, marketing manager of Philadelphia. Launched in Germany in the 60s, the brand is present in sixteen European countries, where it achieves 35% of its sales, or 1.4 billion euros.
Leader in Europe, it will have a lot to do with the French offer, already wide: Kiri, La Vache qui rit, Boursin, Tartare and other Saint-Moret await the American brand firmly… “We set ourselves a target of a penetration rate in 15% of French households“, displays Jean-Philippe Paré, president of Kraft Foods France (2.15 billion euros in turnover in 2010).
At the industrial level, the cheese specialty is produced in Germany, like nearly 70% of the brand’s volumes in Europe. However, for the French market, the recipe has been adapted. “The three varieties available in France are stronger in taste“, explains Fabien Razac. At the commercial level, the American group has signed an agreement with Yoplait to share the sales force.
Philadelphia will not be the last Kraft product to land on the French market, warns Jean-Philippe Paré: “We still have on our radar one or two billionaire brands or almost of the group that we can deploy in France“. Competition is prevented …