more than 113 years ago, in 1896, Underwood ® Diablo ® to Venezuela. Its unique taste, irresistible and "spicy" has captivated several Venezuelan generations, and their quality and secret formula has remained unchanged since it began manufacturing in the plant located in Cagua, Aragua state, since 1961.
"From the first printed advertisement in Venezuela in 1925 and the first TV commercial in 1966, the brand has more than 75 campaigns that have helped to strengthen Underwood ® Diablo ® as a Venezuelan tradition," said Alex Viloria Director of Marketing for General Mills, who added, "is known by virtually all the slogan 'the best way to eat ham."
"They were these 110 years of quality and irresistible flavor that has made Underwood ® Diablo ® a part of the Venezuelan tradition and a favorite of young and old, currently being the absolute leader in the category of deviled ham, with over 60% market share, "said Viloria.
The innovation introduced today is a new aluminum container white and round, sealed with an aluminum film "easy open" that provides greater convenience and safety in handling.
"It was not easy to make such a major change in a brand with tradition that has Diablo ® Underwood ®," said Luis Capobianco, Senior General Products Mills, who added "For us, the most important thing is to assure consumers that the quality and unique taste you can always find in this new package. Therefore we have worked for 4 years on the project to design a package like this, which the consumer is described as more convenient for all, practical and safe for children to manipulate, easier to open, and ideal for any consumption occasion within and outside the home, and above all reflects the tradition of our product "
The new packaging will be available in 2 sizes - 50g and 100g - available in a total of 8 performances include: both individual presentations and six presentations of convenience or multi-packs.
Satisfying consumer needs
"Our intention is to broaden the range of product consumption occasions, penetrating in places like children's lunch boxes or served as a snack to share at meetings, for example, guaranteeing our consumers going to find your Diablo ® Underwood ® as always, no matter what package they choose at the time of purchase, "said Capobianco, who added that the shelf life is 2 years and is indicated on the bottom of the pack .
However, with this release not discontinue the current regular presentations can easy open lid, because consumers still require them, and, adds Capobianco, the idea is to allow those who are themselves free to decide which is the presentation that best fits your needs.
"By 2010 we will have doubled our investment in marketing, both in media and in consumer activities and investment in trade," Capobianco said, adding that this release will be accompanied by a large advertising campaign, with a commercial that will air on both broadcast and cable, plus investment in national newspapers, regional magazines and bus.
also the manager said that with this release aspire to grow by 25% in sales volume is that the expected market growth of 8%, would translate into 10 percentage points of market share before year end.
About General Mills General Mills
is a company dedicated to the development of food products. In Venezuela, the company has a broad portfolio of global brands such as Mexican foods Old El Paso ®, Häagen-Dazs ®, refrigerated pasta and appetizers Frescarini ®, mixes for making cakes Pillsbury ®, cookie and pancake mixes Betty Crocker ®, Green Giant canned vegetables ® and Nature Valley granola bars. Likewise, manufactures and distributes the brand Underwood ® not only provides Diablo ® but Undwerood ® Pasta Sauce For further information, General Mills makes publicly available its online 0-800-GEMILLS (4,364,557)
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