Grupo Éxito relaunches its healthy brand Taeq with a renovation in its packaging and adjustments to the nutritional content that have led it to eliminate or replace 30 ingredients in its products.
(Inflation: foods in the family basket that are ‘through the roof’).
Paula Andrea Cardona Ocampo, head of Marketing for Own Brands at Grupo Éxito, explains that After rigorous work with a team of nutritionists, what was done was a reformulation that improves the products.
Among the ingredients that this brand has stopped using are hydrogenated vegetable fats, tartrazine, saccharin and aspartame.
With this change, explains the executive, the healthy food brand is presented to the market without any warning stamp.
“We respond to the promise to the consumer that, according to Resolution 810 – on food labeling -, we do not have any product with a seal”, Cardona said.
The new strategy meant an investment of close to $3,200 million for the company.
According to the figures provided by Nielsen in 2022, the healthy basket corresponds to 5.3% of the total family basket.
(Products of the family basket that have risen and fallen in price the most).
This figure, which is increasing, may correspond to better informed consumers, a food industry more aware of healthy lifestyle habits and greater access to products.
In fact, the purchase of products has benefited thanks to technological platforms, connectivity and a greater range of portfolios.
According to expert projections, this type of market aims to expand and there is talk of a 13% growth this year.
Healthy food.
The purchase of foods that provide a balanced diet by consumers has increased in the country, going from $250,000 on average per year in 2020 to $320,000 in 2021.
Paula Cardona explains that for Grupo Éxito, within its own brands Taeq weighs 9% and within the company’s total sales it is 1.2%. For this year its growth is 13% in sales in its stores Success, Carulla, Surtimax and SuperInter, and on the digital channels of these chains. “It is one of the great trends that will be worked on in 2023 and our brand is added to that growth through new products, categories and events that we are promoting, in fact in April, for three years we have held the Vida Sana fair ”Cardona said.
(Standard list for labeling of packaged foods: this is what it should look like).
Most of the product portfolio are of national origin. “There are more than 400 products, which are found in all food categories, from fresh and minimally processed foods, to processed foods such as bakery, snacks, dairy products and vegetable alternatives.”
The best-selling products in cities such as Bogotá, Medellín and Cali are olive oil, almond milk, cheese, peanut butter, among others. The brand also has 100% organic products, with no added sugar, kosher products, free of gluten and ingredients of animal origin. The goal is to expand its product portfolio to about 500 references, adds the company. Cardona explains that for next year it is a goal to review what other categories Taeq can be in. The supplements are evaluated, but they are in the technical analysis.
CONSTANZA GOMEZ GUASCA
