Spain: Apis extends its range

Further investments in order to reduce the proportion of private labels

Apis, a brand belonging to the Carnes y Vegetales company, is updating its range of sauces to better correspond with the current expectations of consumers in terms of healthy and practical products, in the context of a program that will see new investments.
More specifically, the manufacturer of canned vegetables, processed meats and sauces, based in Mérida (Badajoz), will dedicate approximately EUR 1 million this year to the second phase of its construction plan, with new premises for mixing sauces and developing new packaging lines. Last year, the company already invested EUR 500 000 in the first phase of its mixing room project and in setting up two production lines for single-portion formats and Horeca conditionings. In total, the company's Montijo manufacturing plant extends over 160 000 m² of installations, which encompass all of its production operations – sauces, tomato products, processed meats and juices.
 
As for innovation (one of the constant strategic features of the company to improve its position with regard to competition in recent years), Apis has presented a new range of tomato frito in 550 g family format glass jars, which include the classic tomato frito references as well as a "green" version which offers 170 g of fresh tomato for 100 g of finished product, a "homemade" version and an innovative range of "pisto" sauces (with these last two products using extra-virgin olive oil in the ingredients).
 
Apis reinforces its own brand
These decisions are part of a consolidation and commercial investment plan for products sold under the company's own brand-name, in response to the expressed expectations of consumers in the three main market sectors where the Apis brand is active (meats, sauces and canned vegetables). In this way, the company is hoping to further reduce the proportion of private labels in these sectors, which currently account for 27% of its turnover, against 29% two years ago, although it has had to sacrifice a certain volume of sales in order to focus on higher added-value products: in 2017, Apis sold 15 800 tonnes of sauces, which is 5.5% less than in 2016, and 15 500 tonnes of canned vegetables, mainly crushed tomatoes (-4.2%).

"Nada como ser natural"
This strategy also includes a repositioning of the brand under the slogan "Nada como ser natural" ("Nothing is better than natural"), "which connects with consumers at various levels, not just in terms of products, processes, origin and quality, but also in terms of general approach, essential values and attitude to life." So Apis has launched "projects aiming at encouraging biodiversity, for a more eco-responsible agriculture."

(See also our article: Apis plays the sustainability card)

Sources: Alimarket