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July 13, 2012

ARGENTINA: Arcor to enter cereal market

Argentine food manufacturer Arcor, which manufactures products from confectionery to jam, has entered the country's cereal market.

Argentine food manufacturer Arcor, which manufactures products from confectionery to jam, has entered the country’s cereal market.

“This market presents great potential for development. In the last six years it grew by 45% in Argentina,” Andrés Kroyer, business manager of Arcor’s Bagley biscuit unit told just-food.

According to Arcor, the Argentine cereal market represents about ARS360m in sales per year.

However, the company said it plans to increase cereal demand in Argentina through developing print and video media campaigns.

“We know consumer habits are not changed from one day to the next, but we are confident the brands chosen for this launch are already well-known and valued by our consumers,” said Kroyer.

Arcor will launch the new products under some of its most recognized brands: Cereal Mix (granola, granola with raisins and cereal), Arcor, Cindor, Mogul and Ser cereals.

The products will be sold in supermarkets, self service stores and drugstores.

Kroyer said Arcor will look at exporting in the future, but at present production will only be for its domestic market.

He added, the firm expects to obtain the “leading market position” and to “double per capita consumption from 300 grams to 600 grams in the next three years”.

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