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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.