Vegan, vegan-friendly or simply attracted by the novelty: the consumer targeted by Veggy is made up of several different profiles. The latest new product from Amica Chips is not only for fundamentalist vegetarians. It is a snack born from the combination of three sheets of potatoes, spinach and tomatoes, flavored with dehydrated vegetables and paprika, then toasted and made crispy in sunflower oil. Available in 100 g bags, this product (on the market since last fall) does not use any ingredients of animal origin and therefore meets the requirements of the 4.2 million Italians interested in vegan philosophy. But it is also more generally aimed at the lovers of premium quality chips, since the new product fits into the Alfredo’s line, characterized by select raw materials and frying in sunflower oil.
“Innovation is an essential incentive in our industry” – notes Andrea Romanò, sales manager and vice president of the company which is the second largest player in this market with a share of 20% – “especially if it aims to have a range of products that ensure the maximum coverage of the target, moments of consumption, and a very high quality of the offering. ”
In addition to the novelty of Veggy, Amica Chips is moving forward on this trend by focusing on the diversification of formats, such as offering multipacks composed of multiple bags of 25 grams: a portion adapted to snacks or hunger breaks. “In 2014, we recorded an increase for both values by as much as 12% in volume and 9% in value” – concludes Romanò – “Even our turnover, which has grown steadily over the past three years, confirms that the market, especially the chips market, has never suffered a decline but rather that it is positively receptive.”
