Brands portfolio

The growth of the former Parmalat Group over recent decades, which mainly took place by acquisitions, led to a proliferation of more or less strong brands. In 2005, the Parmalat Group began a drastic streamlining of its portfolio of brands, with the goal of reducing the overall number of brands that it uses.

By progressively focusing on the brands considered “core”, Parmalat Group’s goal is to reduce the number of its brands on the market from over 130 to approximately 30. The surviving brands can be divided into three groups, according to their place in the Group’s strategy.

Global Brands, characterized by their (prospective) presence in all core countries, forming the heart of the Parmalat Group’s strategy for profitable growth:

• Parmalat: the “company flag” in the market of milk and functional dairy products;
• Santàl: the group’s brand for growth in the fruit drinks market.

International Brands, characterized by a strong regional presence, providing future opportunities for international expansion development in core business markets or segments with high added value:

• Zymil (easily digestible);
• Vaalia (Functional Yogurts);
• Fibresse (improves intestinal regularity);
• Omega3 (improves cardiac health);

Local Jewels, which are brands that are particularly strong for the Group in one geographic area in terms of market share, customer recognition, image, profitability and staying power. These brands are a resource of fundamental importance that can generate the cash flow needed to support global and international brands. A few examples are:

• Italy: Centrale del Latte di Roma, Berna, Chef, Sole, Puro Blu, Carnini;
• Portugal: Ucal;
• Canada: Lactantia, Beatrice, Black Diamond, Astro;
• Australia: Pauls, Ice Break, OAK, Breaka;
• South Africa: Bonnita, Everfresh, PureJoy, Simonsberg, Melrose, Steri Stumpie;
• Venezuela: Frica, La Campiña;
• Colombia: Proleche;
• USA: Sorrento, Precious.

The Parmalat brand will be used to launch new products in segments that have high value added and will be used alongside (gradually, but increasingly as the signature brand) local brands that offer the best growth potential and enjoy high consumer recognition and are well established locally. Moreover, the Parmalat brand could be used, depending on the situation that exists in each case, to bolster and reposition upscale brands that are now in a weak position.