Ital Food Industry AD is a top runner in the fastest developing segment of the salty snacks market.

The global healthy eating trend could not but reach Central and Eastern Europe. Growing obesity rates lead to better awareness as to what a balanced diet should be like. People deliberately try to avoid fried snack products that are naturally high in fats and salt. The above-mentioned phenomenon causes a gradual but steady shift away from potato chips and towards baked snacks.

Latest marketing research show that the baked snack segment has nearly doubled in size over the past four years, significantly outpacing other snack varieties such as potato chips and extruders. Currently, baked snacks have the largest share of the salty snacks market. Relatively new as it is, the bread chips segment enjoys unprecedented sales volumes and consequently a constantly growing share of 9 to 15% (first half of 2008), depending on the country.

Ital Food Industry AD brands combined comprise the largest market share of the bread chips segment in Bulgaria (Source: MEMRB Retail Audit JJ08). According to the same source Bruschette Maretti and Kubeti outpace the general growth of the highly successful bread chips category. Recent product and packaging improvements as well as enhanced marketing communication activities will inevitably lead to even faster growth.