CONFECTIONARY HOLDING
Key Personnel
Andrés Cortijos
General Manager
supply chains for each market and each client . “ It can be complex , but we need to offer a segmented response ,” he adds .
Another significant ingredient in Confectionary Holding ’ s recipe for success is its approach to innovation . Cortijos explains : “ We have developed a process that involves assessing our innovation techniques and the parameters we use to judge it . This is to avoid wasting resources on innovation projects that won ’ t go anywhere – because less than 10 percent of innovation actually makes it to the supermarket shelves so we have to make sure we get a return on our innovation investment .”
So new products are chosen very wisely and as a result of studying the feedback from the group ’ s existing customers . One example is that one of the premium brands , the 1880 range , is now available in single servings . “ In response to our customers ’ buying behaviour , we have introduced this product – with new packaging – which gives the consumers the chance to enjoy our products in smaller quantities , when they just want to enjoy a taste in a specific moment .”
Using technology – and ensuring it flows around each department – is another example of Confectionary Holding ’ s understanding of its customers ’ needs .
“ Before we had a lot of information about our markets – about the country or the sector in terms of big data – but we didn ’ t
48 December 2015