The leadership of TM “Rud” has decided to change the strategic development of commodity group “Butter”. The changes, mentioned above, were called by redistribution of market infrastructure, competitors’ pressure and own vision of industry, concerning future work with the mentioned commodity group.

In the framework of changes, it was carried out a partial rebranding of well-known butter “Khutorok” and it was formed a new commodity line of five butter positions: “Khutorok Elite” — 85.5 percent fat content; “Khutorok Selyans’kiy” — 72.5 percent; “Khutorok Chocolate”, with “Khutorok Classic” and “Farmer’s Khutorok” at the head of the list.

Such commodity line will help to generate a complex proposition on commodity shelf for consumers with different price requests and tastes. Besides, the integration of the whole line under the same name will give the possibility to advertise five products at the same time and form a complex consumers’ perception of TM “Rud” as a company — butter producer, which has strong market positions.

Another pleasing news deal with ice cream of TM “Rud” — classic proposal will finally appear in the assortment — waffle cup “Super Chocolate”. It is a sweet combination of creamy chocolate ice cream and selected chocolate crumbs. We hope that the taste of this ice cream will please a wide group of consumers and take proper place in sales of TM “Rud”.