Philadelphia storms the Nutella monopoly

Philadelphia with Milka will be marketed in France from March 15, 2012. – Kraft Foods

“What, salty chocolate cheese ?!” At the announcement of this innovative concept, reactions are sometimes perplexed. The taste will perhaps convince them more. In any case, this is the bet of Kraft Foods, which claims to have already had great success in Germany and Italy with this spread of a new kind.

Between St Môret and the Laughing Cow

To find out, we will have to wait until March 15: it is on this date that the “Philadelphia au Milka” will begin to be marketed in the fresh shelves of our supermarkets alongside other spreadable cheeses, such as La Vache qui rit or the St Môret. A location “shifted” to counter the heavyweight of the sector available, him, in the department “jam”: Nutella from Ferrero.

To achieve this, Kraft relies in particular on a healthier nutritional profile, with 13.5% fat and 90 calories per 30 g, against 158 ​​for Nutella. But the group relies above all on “the beautiful guarantee” of a world-famous family brand: Milka chocolate.

To grab some of Nutella’s 84% ​​market share

Building on its previous European successes, Kraft is already showing its ambitions: to seduce 3 million French households within two years. A drop of water, compared to the 105 million jars of Nutella sold each year in France, but which would represent the first real foray into the monopoly of the Italian giant.

Experts are skeptical, however. “I understand that a multinational like Kraft aims to globalize its offer, but in the food industry, globalization does not work”, notes Xavier. Terlet, president of the cabinet Ecstasy, specialist in food innovation. “For me, this product has no chance because we are in the process of creating a new hybrid segment, flavored cheese, which can work well in Eastern and Northern Europe but not in France, the country of cheese. , because the French consumer will not understand it: either it’s cheese or it’s Nutella! “

Muriel Guenin, director-founder of the food marketing strategy consulting firm Foodaly, is more nuanced: “I find it very surprising to attack an institution like Nutella, bought by 3 French families out of 4. Private labels, private labels , have never dared to make breakthrough offers: they have always been content to make “Me too”, that is to say to copy Nutella, but they have never been imposed. Nutella still represents 84% ​​of the market, which is huge, ”she says.

Nutella Advantage

For this specialist, “Philadelphia au Milka” has two cards to play on the weak points of Ferrero’s best seller: “Palm oil harms the image of Nutella among mothers where the Philapdephia recipe appears. a priori healthier and the presence in the department has a positive image. In addition, its packaging is more practical than the Nutella jar, ”she explains.

Nevertheless, according to her, the product leaves with significant handicaps: a Philadelphia brand, launched a year ago in France and still little known to consumers, marketing in the fresh section which exposes it to a very high turnover in supermarkets and a recommended retail price of 2.09 euros for 150 grams against 1.72 euros for 220g of Nutella.

“Greedy and compulsive”, keys to success in France

But above all that, the main challenge of “Philadelphia au Mika” will be to break away from the “salty” image of cheese spread: “Taste is the real key to entering the French market. This type of product must be greedy and compulsive to be successful in France, ”notes Muriel Guenin. “If the taste is there and it appeals to children, it can create a new market segment that will appeal to moms without replacing Nutella … and in the process making a good advertisement for the Philadelphia brand!”

Contacted by, Ferrero did not wish to react to the launch of this new product.

The Florida, Agen temple of music

Creativity, commitment and proximity are the key words of Florida, the iconic concert hall in Agen, which is both modern and steeped in history.

At first glance, passers-by are struck by the gray of the building, which is quite impressive, and which above all does not seem to adapt well to its exotic name. However, by pushing the door of Florida, the visitor quickly understands that his first impressions are erroneous. Inside, the atmosphere is indeed impregnated with an agitation proper to the expression of an overflowing creativity. At the end of the hall, a bar welcomes students who wish to talk about music while sipping a drink. Upstairs, the concert hall, with a capacity of 750 seats, is empty pending the evening concert. This afternoon, the atmosphere is serene, but it is the calm that precedes the storm.

It is in this unusual place, where “amateur and professional artists meet and meet”, that Florent Beneteau, the artistic director, has been working for 18 years. For him, the Florida is “much more than a simple concert hall”, it is above all “a place where he has personally built himself” through “extremely rewarding” work. His daily life? Meet people “like you will meet once in your life” and encourage them in their projects. For decades, Florida has in fact made its mission of “artistic and cultural accompaniment” a priority, and it pays off. Today, to the great pride of its director, “the Florida d’Agen is a structure known and recognized at the national level, in particular for everything related to amplified music”. As proof, from this quarter, Florida will welcome popular artists such as rapper Sefyu, singer Anaïs or the group Zenzilé.

Openness to the local scene

Nevertheless, the notoriety of Florida is not linked to that of the artists who come to perform there. To continue to exist, Florida had to reinvent itself, by highlighting “a real singularity”. Today, the room is above all praised for “the diversity of its programming”, which according to its director values ​​”risk taking and creativity”. It is therefore very often singers with very assertive universes who are put on the bill, as recently the duo Kouyaté-Neerman or the English group Portico Quartet.

For three years, a real turning point has also been initiated by the management with the amateur musicians of the department, to whom Florida offers “the opportunity to do their first scenes”, explain David and Johnny, who have been teaching here for years. Satisfied with “the proximity to the population and the artists” maintained by Florida, they rejoice in “total freedom” which reigns in these places, rich in a glorious past.

Formerly a cabaret, then a music hall, the Florida was transformed into a cinema in the early 1980s. A cinema that Lucien, a sympathetic octogenarian from Boulevard Carnot, keeps fond memories of. Today “insensitive” to the charms of the hall, rehabilitated in 1993, he admits to “not knowing much” about his current affairs. “But hey, it’s just that it’s not my age anymore,” he says with a smile, before continuing on his way.

A little Florida flair

It’s hard to prove him wrong when you look at the public success of the Agen music hall. Élisabeth, 52, has a son who often comes here to play the drums. She sees it above all as “a space of creation” which “is worth the detour” and also praises its positive influence on the prefecture of Lot-et-Garonne: “It’s good for Agen and then it’s a little part of our patrimony. “On the Boulevard de la République, Vincent, a young man of 17, adds:” Fortunately they are there, it is the only place where you can see good concerts! Praise that David, communications officer at Florida, is happy to hear. He hopes to work for a long time to come in this place of “constant boiling, which teems with ideas and activity”.

Seeing the heat emanating from the bluish tones of the corridors like the welcoming smiles of the regulars leaning on the bar, you almost believe it, in Florida. Like what, the name of the room was predestined.

Christophe Gleizes