OREANDA-NEWS. October 27, 2011. Under Ulybka umbrella brand the company is planning to output wide assortment of flour confectionary and products of cracker and doughnut roll group – wafers, wafer tarts, spice caces, bread rings, crackers, sugar biscuits, oatmeal cookies, fancy cookies, sweet sticks. Therefore Stoylenskaya Niva is going to put into the market the widely segmented brand which is drafted to combine the products of the most actively growing segments of flour confectionary market. All the assortment of the new brand is to be output in bright original package and to be competitive in the mass consumption segment.

The brand positioning implies usage of nostalgia trend. The main advantages of Ulybka are as follows: wide assortment, industrial safety, products naturality and “tastes of childhood” well known by the consumers from the products of the soviet period.

The package plan on output and development of the brand also includes modernization and purchasing of supplementary equipment for production lines at Kolos, Safonovokhleb, Penzenskiy Khlebozavod ?2, Penzenskiy Khlebozavod ?4  bakery plants. Implementation of the new sales pattern, development of the supplementary quality control system and staff training are underway within the framework of the program.

Dmitry Drevlyansky, the President of Stoylenskaya Niva AIC: “Currently there are no federal brands having even national distribution in the Russian market. Ulybka brand will constitute both steadily high quality of the products and reference characteristics to meet consumers’ expectations. By 2016 we are planning to sell more than 11 thousand tons of products output under the new federal brand.