Baking&Snack International - May 2011 - 5

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tresa, stated that the new US holding will increase the opportunity for the distribution of the cookies made in Costa Rica. Together, the group now has production facilities in three countries — one in Colombia, two in Costa Rica and two in the US — in addition to its own flour mills and packaging companies. In Colombia and Central America, the company’s market share is 57% and 34%, respectively. According to Euromonitor data on the Costa Rican baked goods market, Pozuelo leads the sweet and savory snack segments, accounting for 16% of the total retail value of these products. The report stated that Pozuelo’s success is based on its wide variety of sweet and savory snacks and its strong local positioning as a top-of-mind brand. In terms of international distribution, Pozuelo, in 2009, exported a total of USD$35.3 million and was awarded the Export Endeavors Price by the Costa Rican Chamber of Exporters (CADEXCO). C LO S E R TO CONSUMERS. Pozuelo’s current vision for future market growth rests on its close relationship with consumers. To accomplish that, the company devises different activities throughout the year. For example, it has a team developing educational events that include tours of its bakeries to show students and other visitors its production processes and installations. This event, named “Educational Tour,” includes demonstrations to teach students about the technology behind the production of cookies and about promoting the values in which the company believes. Here, students learn about flavors, industrial operations, nutrition and physical activity. Other programs promote its products through fun and learning. Cookie Week activities include a parade with different allegorical carts and the company cookie mascots. During the parade, the company gives away products and goes to schools to teach kids about balanced nutrition. The program, “Growing up with Cremita and Pozuelo,” started more than 15 years ago and takes educational activities and games directly to schools. The main objective of this program is to promote values important for childhood development such as respect, honesty, responsibility and family values using the Pozuelo´s popular animated cookie characters. This program is focused on students, but teachers and
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Sweets of Desire
As the leading cookie manufacturer and distributor in Central America, Compañía de Galletas Pozuelo DCR, S.A. has an extensive product line to support its large consumer base with nine different product lines, each encompassing multiple brands. • Sodas Saladas: Pozuelo offers seven different soda crackers. • Saborizadas: Most notable in this category of flavored crackers are Pozuelo’s club crackers and Bokito brand. • Cremas Rellenos: These creme-filled sandwich cookies come in three different flavors: chocolate cookie with chocolate creme, vanilla cookie with vanilla creme and vanilla cookie with strawberry creme. This product line also includes Pozuelo’s Pleasure, Temptations and Onix brands. • Galletas María: Pozuelo’s take on a traditional cookie comes in packages of eight, 12, 18, 24 and 48. • Otras Galletas Dulces: Pozuleo’s sweet cookie portfolio continues with this product line that includes products such as Jalebitas, cookies with guava jelly; galleta mantequilla, made with a high percentage of butter; and Galleta Yumbo Fibra, a fiber-based cookie made with natural honey. • Pastelería: This line of creme -filled cake snacks features two brands: Merendino and Chocomerendinas. The Merendino brand includes a line of vanilla cakes filled with one of three different flavors: vanilla, strawberry or guava. The Chocomerendinas brand offers chocolate cakes filled with creme or strawberry-flavored creme. • Galletas con Cobertura: This line of coated wafers includes Pozuelo’s Chiky brand, which consumers can purchase in chocolate, vanilla or strawberry. • Wafers: Pozuelo’s line of Festival wafers targets American consumers and comes in two flavors: orange and vanilla. • Surtidas dulces: Pozuelo offers assortment boxes of its sweet cookies. These assorted cookie boxes include Pozuelo’s Maria cookies, Chiky and creme-filled cookies. Pozuelo also releases holiday assortment boxes for the Christmas season. — Charlotte Atchley

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Baking&Snack International - May 2011

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