In 2022, Xand grew 58% in juices, a category that points to the brand’s expansion path in the coming years
The milk and juice manufacturer Xand will invest BRL 10 million in marketing in 2023, an estimated amount also for the coming years. The company has consistently invested in expanding its efforts to build the brand, via communication, innovation and execution, says Vivian Ramirez, the company’s head of marketing.
Leader in the type A milk category in the state of São Paulo, and in juices prepared only with fruit in the city of São Paulo, the company intends to increase its presence in coastal and inland cities. We have 27% of the base of shoppers who consume Xand, calculates Vivian. More than 20 million liters of milk and 15 million liters of juice were sold last year. The expectation is to grow 11% in 2023.
The juices signal the path of growth. In 2022, Xand was the brand that grew the most in the segment (refrigerated products) in So Paulo, with an increase of 58%, according to the company. The representativeness of the category in revenue went from 25% in 2018 to almost half today. In addition to type A milk, orange and grape drinks are sales champions.
New audiences, times of consumption, areas and variety of products are part of the plan designed to increase purchase frequency. The movement began in 2022, when Xand started to operate in the standard cheese sector, to encourage consumption in snacks and recipes, and rennet, which accompanies barbecues. It also entered the green juice and butter market. This year, guava juice and lactose-free cream have already been launched.
Read the full story in the May 1 issue
(credit: Anita Jankovic/ Unsplash)
