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Annual Report 2016

Brands

Rusagro Group is one of key players in Sugar market in Russia in whole and in its B2C (Retail) part in particular. According to Nielsen data Rusagro market share in Granulated Sugar segment is more than 12% and is 53% in Cube Sugar Segment.

Product portfolio of the Company consists of 4 Brands and covers different price segments. RUSSIAN SUGAR, TCHAICOFSKY and BROWNY are leading Brands in terms of knowledges and loyalty. Both retail audit data and brand tracking researches conducted by leading Agencies confirm our Brands’ leading positions and ratings. Rusagro Brands have achieved best in class Awareness, Consumption and Loyalty levels for the category of Sugar.

In December of 2015 Rusagro launched its new brand – Warm Traditions. Warm Traditions TM is a high quality grains packed in convenient and user friendly PP bags in the most popular package size of 900 gr. There’s a scale on the bag that is designed as a spoon, it will help the chef to measure grains properly for best results. Besides, the package features interesting and easy-to-cook recipes.

Products branded with Warm Traditions Trademark have been certified by independent experts of Roskachestvo (ANO Russian System of Quality) and awarded with “Enhanced Quality” sign (“Safe Products of High Quality Complying with GOST R Standard of Russian Quality System). Rusagro Sugar plans to provide Warm Traditions brand with advertising support via popular social media and to increase its production capacities.

 

Assortment:

Sugar Category:

  • Chaikofsky. Sugar, category EXTRA. White lump sugar, white crystal sugar, sugar sticks (of three types – white sugar, brown cane sugar and assorted sugar).
  • Chaikofsky: sugar sticks – white sugar, brown cane sugar, assorted sugar.
  • Russkii Sakhar: white sugar cubes, white crystallized sugar.
  • Brauni. Cane sugar. Granulated sugar demerara dark, granulated sugar demerara light, brown pressed sugar demerara light, brown pressed sugar demerara dark.
  • Mon Cafe: EXTRA category figured sugar.

Cereal Category:

  • Home Traditions: long-grain milled rice (unsteamed), long-grain steamed rice, round-grain rice, quick hulled whole grain buckwheat (steamed).

Chaikofsky

The Chaikofsky brand has been the first branded Russian trademark in the sugar category since 2001! Chaikofsky is the second brand after Russkii Sakhar in terms of brand awareness, loyalty and intention to buy among consumers. 46% of consumers in Russia are aware of the brand Сhaikofsky, 22% buy the products under this brand, and the brand loyalty makes 11%!

Chaikofsky is EXTRA category sugar with a high refinement degree. Sugar production involves a multi-stage refinement process, which makes sugar white as snow!

According to the strategy of assortment expansion in the high-margin segment, in 2015 the Nika sugar plant launched a new product – Chaikofsky sugar sticks. Today, there are three types of sticks: white sugar, brown sugar and mix sugar sticks, which is a new product on the Russian B2C market.

        

Mon Cafe

The Mon Cafe brand dates back to 2008. Mon Cafe is exquisite dessert figured sugar.

The main competitive advantage of this sugar is its shape and high refinement degree. The Mon Cafe dessert figured sugar will let you please your family, surprise your guests and organize a small celebration of taste and beauty in your home by adding a touch of exquisite romance!

Russkii Sakhar

The Russkii Sakhar brand is the most recognizable and popular brand among customers in Russia! According to the study of consumer preferences conducted by the research company Comcon Synovate, brand awareness accounts for 93%, consumption – 73% and loyalty – 65%. Not many brands can boast of such high performance!

Russkii Sakhar is the winner of all reputable awards for FMCG products in Russia - Product of the Year – 2011, 2013 and Brand #1 in Russia – 2013.

Russkii Sakhar has earned a reputation of the brand with a good “price/quality” ratio: the product is represented by a large selection of pressed and packed sugar.

Brauni

The brown sugar category, which has been growing steadily in Russia in the past few years, is represented by Brauni, the Rusagro brand of cane sugar.

In summer 2016, Brownie became an absolute leader in the brown pressed sugar market with the market share in kind of 26%, based on Nielsen data.

Brauni is a godsend to advocates of healthy lifestyle, since cane sugar abounds with beneficial micronutrients and vitamins. Natural dark and light cane sugar Brauni in a stylish ethnic motif packing will add unique, exquisite flavor to tea, enhance coffee aroma, and become an excellent addition to homemade baked goods.

            

Home Traditions

Home Traditions as a brand stands for hulled, choice grains that are simple and pleasant in cooking.

Selecting grains from Home Traditions, each customer can expect quality and result, as well as simplicity and pleasure in cooking.

The brand offers an attractive and recognizable packing and allows evaluating every item before purchasing it. Grains can be easily seen through a large, clear window. Additionally, each packing comes with an exciting and simple recipe.

All grains have a distinct color of packing to make it easier for customers to find the item of their choice on a shelf.

Today, Home Traditions has the following selection of products:

  • Long-grain milled rice (unsteamed), 900 g
  • Long-grain steamed rice, 900 g
  • Round-grain rice, 900 g
  • Quick hulled whole grain buckwheat (steamed), 900 g