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Plasmon Plans To Invest €10m As Part Of Relaunch Strategy

Published on Nov 29 2019 1:00 PM in A-Brands tagged: Trending Posts / Italy / Kraft Heinz / Plasmon

Plasmon Plans To Invest €10m As Part Of Relaunch Strategy

Plasmon will invest €10 million over the next three years, as part of a relaunch strategy that includes a new snack line for children, reports suggest.

The Kraft Heinz owned brand plans to introduce Puff - a range of snacks for children in carrot, tomato, and pumpkin flavour.

This follows the launch of homogenised legumes and salted crackers with veggies.

The historic Italian baby biscuit brand has set a target to source 85% of its raw materials from Italy by the first half of 2020. It has also pledged to make its supply chain fully transparent.

Production Facility

The snacks will be produced in Latina, the company’s only Italian plant that produces the famous Plasmon homogenised biscuits for children.

The company invested €64 million in the plant between 2014 to 2018.


It also plans to invest another €3.3 million by the end of 2019, and a similar amount in 2020. The company has an annual turnover of €286 million.

Last month, Kraft Heinz announced plans to keep the baby food line after exploring the possibility of selling the Italy-based brand and other labels earlier in the year.

Besides Russia, Mexico, Canada, and China, the company is analysing the possibility of expanding baby food sales to other countries, in Asia and Africa as well as Europe.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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