Colbrand's first appearance at Gulfood is one to remember. The new brand Holland's Finest was launched and the sheer number of follow-ups with prospects from all over the world exceeds all expectations. Colbrand's CCO, Mario van Stijn, is more than satisfied: "Holland's Finest appeals to a completely new audience for whom private label isn't an option. We are delighted that this brand is actually to their taste."
"With Holland's Finest we market our own bread toppings, pastry toppings, syrups and breakfast cereals internationally", Van Stijn says. "For Colbrand, this is the development from private label manufacturer to owning our own brand. Gulfood visitors were stating that not just our products, but also our entrepreneurship is typically Dutch."
Holland's Finest opens doors
Holland's Finest products make it easier for international retailers to offer Colbrand's typically Dutch products. Van Stijn: "The products are ready to hit the shelves. Retailers don't have to develop their own packaging and can sell our products in small quantities. Also the modern design with subtle old Dutch elements is appealing to potential customers. It tells an authentic story about the traditional character of our products. Furthermore, the packaging shows examples of usage, which is a must for international markets."
Private label remains core business
"It stands out that the story and design behind Holland's Finest strengthen the image companies have of our private label capabilities", Van Stijn continues. "That's really important, because private label production remains Colbrand's core business."
"We've had interesting conversations with potential distributors. These parties are able to deliver our products to a vast network of supermarkets and other shops. This way our products can hit the shelves, while we do business with just one party. The shops benefit from our deal with the distributors because it allows them to easily test our products in small volumes."
0% sugar syrups huge hit
Gulfood was, after SIAL in Paris, the second fair where Colbrand presented its new line for sugar free syrups. "As at SIAL, our sugar free syrups really went down well. Most people tasting them didn't even notice the lack of sugar. They were, without exception, happily surprised. Although some visitors from India wanted nothing to do with sugar free. They can't have it sweet enough! Fortunately, we can also meet their demands."
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