The French brand will now be available to Italian consumers
For several years, Tereos has looked to expand the business of its consumer brands internationally. The Tereos portfolio is made up of five brands: Guarani in Brazil, Whitworths in England, Cukr Kocky in the Czech Republic, and La Perruche, Sucreries de Bourbon, and Béghin Say in France. Béghin Say’s historic name is the most well-known sugar brand in France(*) and it has now set its sights on conquering Italian hearts.
In March, Olivier Leducq, head of Tereos Sugar France, signed a five-year contract with Fausto Rinaudo, CEO of Granda Zuccheri, a partner of Tereos operating in the sale and packaging of sugar for the Italian market.
Thanks to this new partnership, and starting in June 2019, Béghin Say products will be available directly in Italian grocery stores.
Béghin Say team at the Bologna trade show
In order to officially mark the arrival of the Béghin Say brand on the mass retail market, Jennifer Païs (Product Marketing Manager) and Vincenzo Vangone (Italy Account Manager) attended the 15th Marca trade show in Bologna, dedicated to major retail brands.
*Source: TNS Sofres 2015 poll, unaided brand awareness