October 1 2007, 12:18

SANDORA started "Multiaktiv" juice production

In September 2007 SANDORA company started production of "Sandora Multiaktiv" TM - for today this is the first and the unique juice product, enriched with the natural plant extracts, on Ukrainian juice market, the Press Service of the Company informs. The product is based on the popular juice mixes which flavor ideally combines with the respective plant extracts. This product is unique due to the complementary beneficial effect for the body generated by fruits, berries and natural plant extracts. The innovation is represented by three flavors: tropic multi-fruit nectar with white tea extract, red berry nectar with ginseng extract, pink grapefruit nectar with citriodora extract.

"We suggest our consumers supporting the well-being of their bodies thanks to the opportunities provided by nature. We are sure that the product will be of interest to the consumers of "Sandora" TM and also for the consumers of the competitors' trademarks, who are active and are oriented on healthy products. The product concept fully corresponds to the general strategy of "Sandora" TM - making this step, we are intended to strengthen leading positions on the juice market of Ukraine", Ella Tsibulya, the Brand Manager of "Sandora" TM group, says. The customer base of this trademark is represented by the people with the formed consumption culture, predominantly city inhabitants, who are active and more vulnerable to fatigue, stresses and negative influence of the environment. Petr Karpenko, the Senior Nutritionist of Ukraine believes: ""Multiaktiv" contains a lot of essential substances for human body - pectins, vitamins, minerals, and also biologically active components and organic acids - which together contribute to the increased resistance of the human body to the numerous stress factors of the environment".

The product is introduced in two formats of the package - 1L Tetra Prizma Aseptic package for family consumption and 0.5 L Tetra Prizma Aseptic for individual consumption. The price for "Sandora Multiaktiv" TM is formed on the basis of the existing price strategy of "Sandora" TM; it is equal to the price for the other "Sandora" TM products, in particular: 1 L - UAH 5.75 and 0.5 L - UAH 3.39. The distribution of "Sandora Multiaktiv" TM will be predominantly realized via retail chains; the packages will also be sold in retail outlets and the impulse sales outlets. The exports sales are planned as well - they will allocate around 5% of the total sales volume on the initial stage.

The company expects for a high level of the "first try" of this product during its introduction on market, around 15% of consumption in medium and above medium price segments, and also about 50% of consumption in the segment of juice mixes. In total, the trademark will occupy 1% share of market by the end of 2007.

According to MEMRB data, LLC "Sandora" is a leader of Ukrainian juice market; the company's share equals to 47%. The production capacities of the company include the plant, which processes fruits and vegetables and produces juices (village Nikolayevskoye, Nikolayevskaya region); juice plant (village Meshkovo-Pogorelovo, Nikolayevskaya region); two plants for fruit and vegetable processing (village Rodnikovoye, AR Crimea; village Kazachi Lageri, Khersonskaya region).

The company's trademark portfolio includes 6 juice brands ("Sandora Exclusive", "Sandora and Sandora Mors", "Sandora Classic", "Sandorik", "Dar", "Sadochok"), cold tea "SANDAY" and two wine brands: "Zolota Olvia" and "Svyatkova Kollektsia". More than 300 items represent the product assortment.