Spain’s Laboratorios Vendrell expects sales of its Fibretten functional-cookie to rise 12% this year, helped by a brand and packaging revamp, exports director Magali Farres told just-food. Moreover, Vendrell plans to introduce Fibretten to the UK, German and French markets by early 2007, Farres added, a strategy that is expected to sharply increase the firm’s turnover.
Barcelona-based Vendrell is working on a new image and packaging presentation for Fibretten – a wheat cookie, enriched with fibre and high amounts of linoleic acid, that is sold in pharmacies, dietary shops and department store chain El Corte Ingles.
Currently, Fibretten is packed in 500-gram boxes. “We are going to launch 100-gram snacks and packages of 250-grams to expand the range,” Farres said.
Spain’s nutraceutical-cookie market is booming and the trend has driven Fibretten’s sales up 10% annually since 2003, prompting the company to further develop the brand, Farres said.
To better compete in the burgeoning trade, Vendrell is studying launching new Fibretten lines that could include increasingly popular soja or Omega3 ingredients. However, Vendrell plans to first consolidate Fibretten in Spain and Europe before extending the line.
Vendrell is also looking for distributors in the UK, France and Germany. “We expect our sales to be very good in those markets because our type of cookie sells very well there,” Farres commented.
If its European incursion succeeds, the company expects that Fibretten’s turnover should rise 12-15% a year until 2009.