Kraft Foods Russia has indicated that it intends to spur growth in the market by investing in innovation.
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“By improving and updating the products we offer and bringing something new to Russian consumers we expect to continue to grow in this… strategically important market,” a spokesperson told just-food.
In Russia, Kraft is focusing on expanding in three core categories: chocolate, biscuits and coffee.
Speaking at a press conference to celebrate Kraft’s 15th anniversary in the market, David Steer, director general of Kraft Russia, unveiled a number of new product innovations that the company has lined up.
In the chocolate category, Steer said that Kraft is responding to current economic conditions with the launch of new products under the Alpen Gold, Milka and Air brands, which will be available this summer.
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By GlobalDataAdditionally, under the Milka brand, Kraft recently launched two new varieties – Ripe Cherry with Cream and Caramel Cream Dessert. The company claimed that there are no comparable products on the Russian market and indicated that early sales look “promising”.
In biscuits, Kraft said that it intends to drive revenues by changing the name of its Whimsy and Shokobarokko brands to Alpen Gold Chocolife.
A spokesperson for the group explained that Kraft hopes to capitalise on the Alpen Gold’s brand strength, as it is the leader in the Russian chocolate market. According to AC Nielsen figures, Alpen Gold is one in every six chocolates purchased in Russia.
