Fortified/Functional Packaged Food in Colombia

PROSPECTS

Fortification is no longer a competitive advantage

Since the government forced salt manufacturers to add iodine to prevent thyroid-related conditions, the local market has embraced fortification. This practice has become so common that is more of a commodity than a form of differentiation or competitive advantage.

Probiotics permeate more categories

More commonly seen in dairy, especially with regard to cultured products like yoghurt, suppliers are prepared to offer their expertise to expand the use of probiotics in other packaged food categories in Colombia. Thus, these beneficial microorganisms are increasingly being used for breakfast cereals and baked goods.

FF pastilles, gums, jellies and chews makes inroads

Under the Grissly brand, Colombina has launched a range of FF pastilles, gums, jellies and chews with collagen and probiotics (yoghurt flavour). Part of its 100% portfolio (the company is dedicated to HW products), these products are pioneers of their kind.

COMPETITIVE LANDSCAPE

Bimbo leverages on the “Actileche” trademark

Bimbo is the leading brand in FF packaged food due to sales of its packaged leavened bread with “Actileche”; a trademark used to name a mix of nutrients added to its white bread. Bimbo de Colombia continues to innovate in packaged flat bread, and its latest launch, Pan Artesano (artisan bread), has been very successful due to an appealing texture and flavour.

Leading player is strong in FF yoghurt

Alpina Productos Alimenticios, the leading player in FF packaged food, is focused on dairy categories. The company has a renowned portfolio of FF dairy products, including FF probotic yoghurt positioned for immune support and digestive health under Regeneris and Yox.

A large portion of Doria’s offer is fortified

Productos Alimenticios Doria is one of the key exponents of FF in staple foods. The company uses a mix of nutrients called “nutrivit” to fortify a large portion of Doria’s key pasta offer.

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