Milling & Baking News - January 6, 2015 - 11

Business

Asian food brands gaining ground
in packaged food industry
LONDON - Lay's and Kellogg's
remain at the top of the "billionaire
brand" club, but several other brands
with strong roots in the United States
are giving way to lesser known Asian
food brands, according to a new ranking from Euromonitor, a Londonbased market research firm.
In its Top 50 Billionaire Brands
list for packaged food in 2014, Euromonitor reviewed packaged food
company performance over the
past decade. In 2004, the top five
brands were Kellogg's, Kraft, Lay's,
Wrigley's and Cadbury. But in the
most recent ranking for 2014, Lay's
and Kellogg's switched spots, followed by Yili, Mengniu and Wrigley's. Both Yili and Mengniu are
Chinese brands with a strong presence in the dairy category.
"Asia Pacific has been the major
growth engine of the packaged food
industry over the last decade, adding
over $180 billion to the global market," said Lamine Lahouasnia, global

head of packaged food research at Euromonitor International. "To put this
into context, that represents 48% of the
growth generated by the industry."
Fast growing brands such as Yili,
Mengniu, Master Kong, Arawana,
Shireway, Wahaha, Fortune and Wang

Zai receive most of their revenues
from China, Euromonitor said.
Meanwhile, many of the so-called
"iconic" food brands are beginning to

ADM to build I.T. center within
Wild campus in Kentucky
CHICAGO - Archer Daniels Midland Co. on Dec. 11 said it had selected Erlanger, Ky., as the site for a new
information technology and support
center that is scheduled to open in the
second half of 2015. The center will be
on the same campus as ADM's Wild
Flavors offices in Erlanger.
About 100 contractors and ADM
colleagues initially will work at the
I.T. center. The staff there eventually
may expand to about 200 ADM colleagues.
"We considered other locations,
but in the end, co-locating this facility with our Wild Flavors offices in

Erlanger offered us a wealth of advantages," said Marty Schoenthaler,
chief information officer for ADM.
"One of the ways in which ADM is
making ongoing progress in enhancing returns is through careful consideration of costs throughout the business. In this case, we are controlling
costs by using available space in a
building we already own, and also
by benefitting from tax incentives offered by the commonwealth.
"We will also be able to recruit from
a strong local talent pool in northern
Kentucky, and we will have quick
and easy access to a major airport

Ardent Mills donating bread
loaves to fight hunger
DENVER - Ardent Mills said it is
donating 35,280 loaves of bread to
food banks in Colorado and Oregon.
The bread is baked at Ardent's Integrated Bakery Resources (IBR) specialty bakery in Oregon.
"At Ardent Mills, we are committed to supporting the communities
bakingbusiness.com / world-grain.com

where we live and work by donating products, volunteering time and
talent as well as supporting local
businesses," said Dan Dye, chief executive officer of Ardent Mills. "This
holiday donation is just one way we
are helping to nourish these communities." MBN

lose their way, according to Euromonitor.
"Eponymous brands such as Campbell's and Barilla are being switched
out for more targeted brand names
that focus on core categories and
demographic groups," the market
research firm said. "The rise of the
yogurt-focused Activia brand at the
expense of Danone is clear evidence
of that. As we look to the next half of
the decade, are we likely to see other
eponymous brands, such as Kellogg's, Heinz and Nestle fall off consumers' charts?"
In addition to Kellogg's, Kraft,
Lay's, Wrigley's and Cadbury, the
remaining top 10 billionaire brands
from 2004 were Knorr, Danone, Oscar Mayer, Kinder and Heinz. In
2014, the full top 10 list was Lay's,
Kellogg's, Yili, Mengniu, Wrigley's,
Kraft, Cadbury, Knorr, Master Kong
and Arawana.
In terms of cumulative 2004-2014
sales, Kellogg's still maintains the
top spot, despite slightly decelerating its sales. Lay's is next in line, followed by Kraft, Wrigley's, Cadbury,
Yili, Knorr, Mengniu, Kinder and Oscar Mayer. MBN
(the Cincinnati/Northern Kentucky
International Airport). This is a great
example of the many synergies that
we're realizing following the Wild acquisition."
The Kentucky Economic Development Finance Authority has given
preliminary approval to tax incentives of up to $5 million through the
Kentucky Business Investment program. To qualify for the incentives,
ADM has committed to recruit heavily in Kentucky for newly created positions.
"I am delighted to celebrate ADM's
location of a new I.T. center in Erlanger," said Kentucky Governor
Steve Beshear. "This investment not
only creates 200 high-paying jobs for
the citizens of northern Kentucky,
but it also demonstrates the company's confidence in Kentucky's quality workforce and business climate. I
look forward to working with ADM
as they continue to grow their presence in the commonwealth."
Chicago-based ADM will maintain
its existing I.T. center at the company's North American headquarters
in Decatur, Ill. ADM also will continue to deliver I.T. services from
several other ADM locations in North
America, South America, Europe and
Asia. MBN
Milling & Baking News

January 6, 2015 / 11

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Milling & Baking News - January 6, 2015

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