This opens up opportunities for the company to increase the production and export of curd snacks, and to offer various new products in the near future. Along with the new factory and production lines, the Kārums brand has been renewed and packaging designs have been changed.
At the beginning of 2018, Food Union began development of its Excellence Center of Fresh Dairy Products, which included the construction of the Kārums production plant, the purchase of new curd snack production equipment, as well as concentration of all production in Riga in one place at the JSC Rīgas Piena Kombināts facility.
With the opening of the Kārums production plant, the first two stages of the Center of Excellence project have been completed, with the third completed by the end of the year.
Normunds Staņēvičs, CEO Food Union Europe, said, ‘’The story of Kārums’ changes began with the need to increase curd snack production capacity due to growing demand. We saw potential in both the further strengthening of the Kārums brand in the Baltics, which has now become the home market of Kārums, and in export markets, as well as in the development of the curd snacks category in new formats.
“Today, we can fully work in a new, extensive and sustainable production plant, using modern production technologies. It is not for nothing that we call this the “new home” of Kārums. This is also a new home to more than 100 employees who work on a daily basis to create our consistently delicious and legendary curd snacks. Also here, visitors will be able to get to know the story of Kārums. The new plant will be adapted to receive visitors and show them our production process as soon as possible.”
Ieva Ražinska, Food Union marketing head, said, “Kārums is the most recognizable and also the most purchased dairy product brand in Latvia. Managing change for a brand widely loved by buyers is a considerable responsibility. Our goal was to respect Kārums’ almost 30-year history and place in the hearts of customers, to simplify and refresh its visual image, while at the same time strengthening its key elements, so that Kārums fans would recognize the new packaging in shops and be happy with the changes.”
Ražinska said the recipes and tastes of the products have remained unchanged.
Regarding the branding, the Kārums logo has been modernized, with the orange color retained, and the return of the brand’s symbol, the crow.
The Kārums product portfolio currently includes 37 products, including curd snacks, yogurts, desserts, creams and cream cheeses, fresh cheeses and ice cream.
In the near future, some new Kārums products will be launched, with new flavors of the classic curd snack, as well as a new category of leaner cheese snacks. In addition to new products, the dessert and yogurt categories of the brand will also be expanded.
