A Polish family company on foreign markets – what is the key to success?
KP: A family company is characterized by a lack of a formal structure, enabling a flexible approach to the customer and quick action. We are able to adapt to the individual expectations of our partners. The decision-making process is brief and simple.
High-quality products, a wide offer and a search for new options are the essential assumptions of our company. They serve as the foundation for further development. The Bogutti offer contains crunchy cookies, cookies with cream or natural fruit filling, sugar-free cookies, cookies with sugar-free chocolate, without palm oil, as well as fudge in many flavours, from milk, butter and cocoa to more elaborate ones, such as coffee, honey, strawberry, spice, peppermint, lavender. We are open to new products.
Is confectionery a category “particularly” resistant to crisis?
KP: Confectionery is a very large category generating an enormous turnover. Customers are fond of confectionery and it will surely find its way to shopping carts. It is consumed on a mass scale by all groups of people – children, youth and adults. This is surely not a product group which consumers will easily give up. Some savings are possible, as are changes of habits, but not resignation.
How Polish fudge is received on the international arena?
KP: Krówka fudge is a typical Polish product and it is recognized as such by customers worldwide. A very strong association between the product and country of origin has been built. Fudge from other countries is present on the market but does not comprise a large share in the market. Customers look for “Made in Poland” products. Being very sweet, fudge does not spark an interest everywhere. There are regions, particularly the Middle Eastern countries, where this Polish delicacy enjoys enormous popularity and customers cannot imagine functioning without traditional Polish milk fudge.
How does the development of the cookies category look like? What does a foreign consumer look for and what are the requirements of a Polish lover of such products?
EP: There are as many tastes as people – this is the simplest way to describe the development of the cookies category. The domestic market is largely comprised by our traditional tastes and cookie types, such as homemade cookies or cookies with fruit filling. Nevertheless, Poland is a market affected by Western trends as well. Several years ago, the American-type cookie with pieces of chocolate appeared on our market and has been enjoying much popularity until the present day. Of course, it has undergone many innovations: from an ordinary cookie with chocolate, we have arrived at sugar-free cookies with pieces of fruit or with nuts. This is exactly what product development is about. Foreign trends and expectations depend on the region. A trend for single-packed cookies is clearly noticeable in the Far East, while, on the other hand, family packages of 400-600 g are popular in the Middle East and in Eastern Europe. The market situation impacts consumer preferences.
What export results can you pride yourself with?
KP: Bogutti has been present on the market for more than 10 years and since the beginning, it has focused on the development of export sales. Every year has brought new success – opening of new markets to our products, as well as increased turnover. Today, our products can be found in approx. 50 countries in all continents – from Chile to Japan.
Please tell our readers about your export offer. What makes your products stand out from their competition on global markets?
KP: Development of export sales has been the assumption of the company owners. The Bogutti offer was not directed to a Polish customer but to foreign consumers. Everything started from Italian-style filled cookies under the La Gustosa brand. Currently, our offer includes different kinds of cookies – Italian-style ones filled with cream, American-style with pieces of Belgian chocolate, or sugar-free cookies. Every package is prepared in a multilingual version.
In our offer, we strive to combine high product quality with an affordable price, allowing us to reach a broad group of consumers.
Do the consumers on the confectionery market look for innovation, new products, interesting taste sensations, or do they stay with classics?
KP: Currently, we can see both trends intermingle. There are more and more products compliant with the latest nutrition or lifestyle trends. Popular are sugar-free products, protein products, those without palm oil or different additives. On the other hand, traditional brands and tastes are holding fast. Such products have an established market position and a broad group of consumers. These are „must have” products with which no producer can afford to resign.
How do you assess your participation in international fairs and where can you be met in the future?
EP: Fairs give an opportunity to meet in an international environment. This means an enormous diversity of cultures and tastes which broaden our horizons, allowing us to exchange experiences. International fairs provide an opportunity to meet customers and to learn about new trends. They also allow us to watch our competitors, thus letting us adapt flexibly to the market’s requirements and expectations. This is how creative ideas, new product concepts and new investments are born.
In 2023/2024, we will participate in the Anuga and ISM fairs in Cologne, ISM Middle East and Gulfood in Dubai, Food Expo in Greece, Anufood in India, as well as PLMA in Amsterdam and SIAL in Paris.
From left: Karol Pilaciński – Export Director, Edyta Pleban – Export Manager, Robert Jutka – Internal Sales Director, Julia Skosyreva - Export Manager.
Thank you
Monika Górka
KP: A family company is characterized by a lack of a formal structure, enabling a flexible approach to the customer and quick action. We are able to adapt to the individual expectations of our partners. The decision-making process is brief and simple.
High-quality products, a wide offer and a search for new options are the essential assumptions of our company. They serve as the foundation for further development. The Bogutti offer contains crunchy cookies, cookies with cream or natural fruit filling, sugar-free cookies, cookies with sugar-free chocolate, without palm oil, as well as fudge in many flavours, from milk, butter and cocoa to more elaborate ones, such as coffee, honey, strawberry, spice, peppermint, lavender. We are open to new products.
Is confectionery a category “particularly” resistant to crisis?
KP: Confectionery is a very large category generating an enormous turnover. Customers are fond of confectionery and it will surely find its way to shopping carts. It is consumed on a mass scale by all groups of people – children, youth and adults. This is surely not a product group which consumers will easily give up. Some savings are possible, as are changes of habits, but not resignation.
How Polish fudge is received on the international arena?
KP: Krówka fudge is a typical Polish product and it is recognized as such by customers worldwide. A very strong association between the product and country of origin has been built. Fudge from other countries is present on the market but does not comprise a large share in the market. Customers look for “Made in Poland” products. Being very sweet, fudge does not spark an interest everywhere. There are regions, particularly the Middle Eastern countries, where this Polish delicacy enjoys enormous popularity and customers cannot imagine functioning without traditional Polish milk fudge.
How does the development of the cookies category look like? What does a foreign consumer look for and what are the requirements of a Polish lover of such products?
EP: There are as many tastes as people – this is the simplest way to describe the development of the cookies category. The domestic market is largely comprised by our traditional tastes and cookie types, such as homemade cookies or cookies with fruit filling. Nevertheless, Poland is a market affected by Western trends as well. Several years ago, the American-type cookie with pieces of chocolate appeared on our market and has been enjoying much popularity until the present day. Of course, it has undergone many innovations: from an ordinary cookie with chocolate, we have arrived at sugar-free cookies with pieces of fruit or with nuts. This is exactly what product development is about. Foreign trends and expectations depend on the region. A trend for single-packed cookies is clearly noticeable in the Far East, while, on the other hand, family packages of 400-600 g are popular in the Middle East and in Eastern Europe. The market situation impacts consumer preferences.
What export results can you pride yourself with?
KP: Bogutti has been present on the market for more than 10 years and since the beginning, it has focused on the development of export sales. Every year has brought new success – opening of new markets to our products, as well as increased turnover. Today, our products can be found in approx. 50 countries in all continents – from Chile to Japan.
Please tell our readers about your export offer. What makes your products stand out from their competition on global markets?
KP: Development of export sales has been the assumption of the company owners. The Bogutti offer was not directed to a Polish customer but to foreign consumers. Everything started from Italian-style filled cookies under the La Gustosa brand. Currently, our offer includes different kinds of cookies – Italian-style ones filled with cream, American-style with pieces of Belgian chocolate, or sugar-free cookies. Every package is prepared in a multilingual version.
In our offer, we strive to combine high product quality with an affordable price, allowing us to reach a broad group of consumers.
Do the consumers on the confectionery market look for innovation, new products, interesting taste sensations, or do they stay with classics?
KP: Currently, we can see both trends intermingle. There are more and more products compliant with the latest nutrition or lifestyle trends. Popular are sugar-free products, protein products, those without palm oil or different additives. On the other hand, traditional brands and tastes are holding fast. Such products have an established market position and a broad group of consumers. These are „must have” products with which no producer can afford to resign.
How do you assess your participation in international fairs and where can you be met in the future?
EP: Fairs give an opportunity to meet in an international environment. This means an enormous diversity of cultures and tastes which broaden our horizons, allowing us to exchange experiences. International fairs provide an opportunity to meet customers and to learn about new trends. They also allow us to watch our competitors, thus letting us adapt flexibly to the market’s requirements and expectations. This is how creative ideas, new product concepts and new investments are born.
In 2023/2024, we will participate in the Anuga and ISM fairs in Cologne, ISM Middle East and Gulfood in Dubai, Food Expo in Greece, Anufood in India, as well as PLMA in Amsterdam and SIAL in Paris.
From left: Karol Pilaciński – Export Director, Edyta Pleban – Export Manager, Robert Jutka – Internal Sales Director, Julia Skosyreva - Export Manager.
Thank you
Monika Górka
