- Index hide
In the last 12 months, Mediterráneo’s sales amounted to 473 million Mexican pesos.
Mediterráneo, leader in the sector in the country, has two plants in Querétaro and more than 300 collaborators.
At the end of 2021, Grupo Herdez’s sales were 5.1 percent lower than in 2020.
Portfolio expansion is one of the primary goals of brands in today’s world in which we live. Recently, Herdez Del Fuerte, an association of Grupo Herdez and Grupo KUO, acquired 100 percent of the shares of the companies Interdeli and Deli, Dips & Snacks (“Mediterráneo”).
The implementation of new projects and portfolios is a very recurring task for brands. Given this, it is important to mention that brands are associative networks of meanings, since they add value to products, services and organizations due to their ability to reach the hearts and minds of people.
In that context, most organizations have a portfolio full of brands, sub-brands, product brands and names. Its origins may be disparate, but managers are often faced with the problem of responding.
The new portfolio of Herdez Del Fuerte
As a new move in the Mexican market, Herdez Del Fuerte, association of Grupo Herdez and Grupo KUO, acquired 100 percent of the shares of the companies Interdeli and Deli, Dips & Snacks (“Mediterranean”).
This company owns the brands LIBANIUS®, FLAVEUR®, LIGURIA®, among others, being leaders andn the production and marketing of products with the taste of the Mediterranean, “ready to eat”.
According to brand information, the investment amounted to 587 million Mexican pesos and responds to the food company’s strategy, aimed at expanding its portfolio with new capacities and leading brands that generate value, by entering categories such as hummus , dry jocoque, pita bread and goat cheese, among others.
“By joining the association’s portfolio, Mediterráneo products have the potential to accelerate their growth and reach the markets where Herdez Del Fuerte has consolidated its presence with brands such as Herdez®, Del Fuerte®, Doña María®, Búfalo®, Aires de Campo®, among others”, refers the brand in a press release.
This new investment by Herdez comes when, in the last 12 months, Mediterráneo’s sales amounted to 473 million Mexican pesos, for which the leading company in the sector in the country has two plants in Querétaro and more than 300 collaborators.
“With the integration of Mediterráneo, we strengthen the portfolio of Herdez Del Fuerte brands, through a line of authentic foods, focused on new consumer trends that serve a market with high growth potential. Additionally, we will take advantage of the strategic, operational and commercial synergies of our Consumer Sector, which is characterized by having leading and emblematic brands”, commented Alejandro de la Barreda Gómez, General Director of Grupo KUO.
This movement in the Mexican market is not the only one, since brands such as Kellogg’s and Soriana announced their union to alleviate hunger as part of their project. Within the framework of World Food Day, commemorated on October 16, both companies will donate 2 million portions of food that will benefit 500 thousand families. At the same time, it is a way to involve customers in a global celebration of extreme relevance.
In conclusion, these types of strategies will always be good for boosting engagement and facilitating growth, increasing the trust of customers who better accept news.
Now read:
Best Buy establishes alliance for ad measurement; Herdez juice debuts packaging
Due to corn and wheat prices, Bimbo, Herdez, Gruma lose 24 thousand 661 million pesos in the Stock Market
50 CMOs: Claudia Patricia Reyes Cuevas – Herdez Group