Food Union unveils new Kārums production plant and revised brand and packaging design

Date: 07.10.2020Source: Food Union

Latvia’s leading milk processing company Food Union has concluded an investment project worth EUR 5.5 million, within the framework of which JSC Rīgas Piena Kombināts has established a new Kārums curd snack production plant with completely new technological production lines. This opens up opportunities for the company not only to increase the production and export of curd snacks, but also to offer various new tasty products in the near future. Along with the new factory and production lines, one of the biggest changes in the history of Kārums is being conducted – the brand story has been updated, the visual identity of the 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 provided for the construction of the EUR 2.25 million Kārums production plant, the purchase of new curd snack production equipment in the amount of EUR 3.25 million, as well as concentration of all production in Riga in once place at the JSC Rīgas Piena Kombināts territory, with a total investment of EUR 6.25 million including infrastructure modernisation. With the opening of the Kārums production plant, the first two stages of the Centre of Excellence project have been completed, but the third will also be completed by the end of the year.

Said Normunds Staņēvičs, CEO, Food Union Europe: ‘’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, 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.”

Added Ieva Ražinska, Food Union marketing head: “Kārums is the most recognisable 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 recognise the new packaging in shops and be happy with the changes. Every inhabitant of Latvia loves one of the Kārums products because of its taste. This must remain, so the recipes and tastes of the products have remained unchanged. It’s the same good-old Kārums, only nicer – this could be the best compliment we would be happy to get from buyers.” For more visit foodunion.com

David Cox / IDM

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