Kraft Foods is looking to increase the number of “healthy” biscuit brands it sells in Spain and Portugal after setting up a new EUR250m (US$390m) business to serve the two markets.
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The US food giant has set up Kraft Biscuits Iberia (KBI) following last year’s acquisition of most of Danone’s worldwide biscuit businesses.
The Barcelona-based unit will sell seven of the top ten biscuit brands in Spain and account for 30% of biscuit sales in the country.
A spokesman for Kraft in Spain said the company would continue its focus on the healthier end of the biscuit category as local consumers become more aware of the importance of a balanced diet.
The company would look to expand its healthy-eating range which so far includes brands like Fontaneda Digestive Soja and Marie Lu 99 Calorías, the spokesman said.
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By GlobalData“We are in the process of improving the nutritional information, improving the nutritional profile of our products and we are offering alternatives for people concerned about the [healthy-eating] trend,” the spokesman told just-food.
KBI, which is headed by general director Giuseppe Colotto, has four production sites across Spain and Portugal.
