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Concern Khlibprom implements the innovative product portfolio policy
Continuing its innovation course in the product portfolio policy, in August Concern Khlibprom launched a production of one of the "stars" of its range under Lviv Bread TM, namely Starolytovskyi bread.
"As of today, there are no statistics produced separately on mass and premium bread,” Halyna Yanyshivska, the Marketing Director of Concern KhlibpromPJSC says, “On average, large bakeries declare that this product takes up 15% of the total range, while the world’s relative share of the fancy bread and premium products prevails. Bread in Ukraine has not yet become a product of gourmandise, as it played merely functional role for a long time. But today, both in the sphere of HoReCa and in delicatessen shops, availability of expensive original bakery products is considered a sign of good taste.
As our studies show, the Ukrainian consumer who travels to different countries slowly but adopts a culture of consuming bread made to complicated recipes. However, for example, according to our estimates Lytovskyi bread has been tasted by less than 1% of Ukrainians. Hence, Khlibprom now has an ambitious goal to find its permanent niche in the domestic segment, and such qualitative developments make it possible to count on it."
Valentyn Melnychenko, Chief Innovation Technologist of Concern Khlibprom PJSC brought the basic recipe for Lithuanian malt rye bread from Finland. According to Valentyn, this is a speciality of the Baltic States, one of the top in the world. Due to the special production technology with use of brewing and rye sourdough and glucose syrup added, the product features a bright bouquet of taste and aroma. This technology also gives bread inherent to it additional porosity. The product, in addition to wheat flour, contains seeded rye flour, which is of a higher grade if compared to the common grades used in rye bread.
The Company has adapted the famous recipe to get a development with own peculiarities, i.e. Starolytovskyi bread. New product is represented by two SKUs: light and dark one. The dark one contains rye malt.
Natural ferments naturally prolong the freshness of such bread – up to three days. Product weight – 0.55kg,
The sales started on Lviv region in chains of Arsen and Rukavychka supermarkets. It is planned to have this SKU also as a semi-finished product and supply it to all regions.
In 2014, Concern Khlibprom intends to update its range of bread, bakery products and semi-finished products by 50%, including through innovative products.
