Portugal's Nacional Rebrands To Attract Younger Consumers
Portuguese brand Nacional has changed its image with the goal of attracting younger consumers.
A new blue colour packaging and logo have been introduced, with the task of unifying all product categories - pasta, breakfast cereals, biscuits and flour.
According to Graca Amorim, marketing manager of parent company Cerealis, the main objective of the rebranding was the “rejuvenation” of the iconic brand, “increasing its relevance, reaffirming its unique brand status and renewing and adjusting its portfolio”.
As part of its innovation strategy, Nacional launches five new products every year. The novelty for this year are the Passitas cookies with raisins and 50 per cent of cereals, the 'Animas da Quinta' pasta with vegetables, a 400 g Lasagna and two special flours (from carob and for pizzas).
Over the past four years, Nacional has tripled its market share in breakfast cereals (to 5%) and is growing 40 per cent a year in biscuits (1% share).
Besides Portugal, the brand is available in 42 countries and exports account for 30 per cent of total production.
Since 1999, Nacional is owned by Cerealis, a food producer and leading milling company in Portugal. Besides Nacional, it also owns the Milaneza, Harmonia and Concordia brands.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.