Expert
view
Branding
Brazil:
The fourth
biscuit
superpower
Barbara Zec
Brazil is the fourth largest biscuit
manufacturer in the world. According to
Euromonitor, it also ranks fifth on the list of
the biggest per capita consumption in the
world, behind Argentina, the UK, Italy and the US.
M. DIAS BRANCO
By Barbara Zec, MA of Visual Communications
U
ntil the mid-1990s, and the
implementation of “Plano
real”, this huge biscuit sector
was mostly made up of family businesses. “Plano real”, or “The
Real Plan”, was a set of measures that
were used to stabilize the Brazilian economy. The new currency was intro-
and PepsiCo, are right behind it. I
would like to focus on domestic brands
because we all know what an Oreo
looks like and what it does to build a
strong brand. It is always more interesting to see and learn something new
and broaden our horizons.
duced, inflation was kept under control
and, as a result, many foreign companies entered the country. Many domestic companies were bought by
large international brands. Today, one
Brazilian company still holds the top
spot in the market. However, the wellknown global giants, Nestlé, Mondelez
The Brazilian public company, M. Dias
Branco, is the leading producer of biscuits in the country. Manoel Dias
Branco established the company in
1936 in Fortaleza, Ceará. He started the
business with a bakery that produced
bread, biscuits and pasta. In 1940, he
expanded this, modernizing the production and partnering with his
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Spring 2016
• BISCUIT WORLD