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Aligned with Agus Horizon 2048, Agus strengthens its retail position in Europe by addressing consumer expectations and market trends. The apple of its eye is the beverage indulgence category, with Hello Day! Magico at forefront. Building on its successful commercialisation at Sial Paris 2024, the firm is ready to take the next step by showcasing at IFE London 2025.
Agus Horizon 2048 is built on the pillars of business diversification, the exploration of new sales channels, international expansion and M&As. A key element of this strategy is the on-going development of products and services designed to delight both business clients and consumers. Hello Day! Magico powerfully reinforces this vision.
Through expansion strategic planning, Agus seeks to capitalise on emerging opportunities while effectively managing risks. Activities in the European market are another element of the company’s strategy. Jaroslaw Banda, communications director at Agus, stated:
We are investing in European distribution, sales teams and currently recruiting to Paris and London offices. Our presence at IFE London is another exhibition opportunity to get to know our brands, but also to talk about their commercialisation in the British market.
No tricks, just Magico
Quoting Harvard Business School professor Theodore Levitt, 'Sell the hole, not the drill,' this iconic phrase encapsulates the unspoken desires driving marketing and product development worldwide. Agus focuses on highlighting the benefits rather than merely the tangible features of its products, recognising this approach as the cornerstone of market potential.
Strength of Hello Day! Magico [Italian: mà · gi · co] lies at its reference to teleportation to magical places. These emotional benefits of the brand result directly from the physical benefits of the drink, ie. biting into the crunchy coconut cubes (nata de coco) immersed in delicious juice or ice tea. The brand addresses the need to experience pleasure and unusual flavours.
Magico attracts a wide target audience: not only generation Z typical for this category, but also millenials, generation X and baby boomers. Based on consumer insights and market trends, we have prepared an amazing brand communication strategy, based on powerful slogan “no tricks, just magico”. We will implement it this summer”.
Today, with the daily grind and fast-paced lifestyles, many people increasingly rely on what they eat and drink as a source of comfort. The 'Food Science and Technology Abstracts (FSTA) 2024 Report' outlines key trends in beverage innovation, emphasising the increasing demand for products that deliver a truly indulgent sensory experience. It is safe to say that consumers look forward to these moments of delight.
Conclusions of the GlobalData’s report 'Sensory and Indulgence – Consumer Trend Sights 2024' reach even further: a significant portion of consumers now prioritise purchases that yield emotional, social and mental fulfillment. Although this movement is especially visible among millennials and generation Z, it reflects a broader shift towards valuing experiences over material possessions in an increasingly hectic world.
Straight from farmer’s market
Agus will also present delicious, yet low processed and healthy Hello Day!. The brand is inspired by American farmer’s market and French le marché. It consists of two lines: smoothies and honey nut bars.
Hello Day! was developed in response to evolving consumer needs and changing eating habits. Customers seek healthy, uncomplicated products that contribute to a balanced lifestyle while aligning with their values. Banda added:
Our slogan, Hello Day! Change Your Life!, reflects our commitment to inspiring consumers to rethink their eating habits, daily choices, and environmental mindset, encouraging positive changes in both lifestyle and perspective.
Our smoothie is a truly filling shelf stable drink thanks to its unexpected thickness. It is made of non-concentrated purees, fruit juices and coconut cream. On the other hand, nut bars have delicious contrasting crunchy and soft structure, as they consist of quality roasted nuts and natural blossom honey.
Agus invites all food and beverage professionals to visit its stand 3030 at IFE London 2025 to discover the future of indulgent beverages and innovation.
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