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Agus, a food and beverage company, continues its growth trajectory with its Agus Horizon 2048 initiative. The latest milestone is a European launch of the company's innovative beverage indulgence, Hello Day! Magico. This new offering – available at Netto, Kaufland and other leading retailers and distributors – aims to delight consumers while underscoring the company's commitment to global expansion.
Agus Horizon 2048
Agus' strategic plan, Agus Horizon 2048, emphasises inter alia business diversification, new sales channels, internationalisation and digitalisation. Central to this strategy is the development of new products and services to please business clients and consumers. The launch of Hello Day! Magico is a bold statement to this vision. By entering the European market, Agus aims to increase corporate and consumer brand recognition, boost sales and solidify its market position.
Strategically planning its expansion, Agus aims to maximise opportunities while mitigating risks. The company’s focus on sustainable practices and innovative brands and products aligns with global consumer trends, ensuring relevance and appeal in diverse markets.
Jaroslaw Banda, communications director at Agus, said: "Our company continues its journey of growth and development but remains dedicated to delivering branded food and beverages of high quality. The launch of Hello Day! Magico in Europe is a significant step in this journey, demonstrating the company's ability to innovate and adapt to global market trends."
The company's growth is driven by solid corporate values cultivated for more than 25 years, aligning with Agus' mission to satisfy people's needs and aspirations, positively impacting their quality of life. Achieving this progress would not have been possible without the commitment of Agus' talents. By offering them the space to create, Agus encourages her employees to think outside the box, as reflected in its employer brand slogan, beyond. The success of Hello Day! Magico is a testament to the effectiveness of this approach.
Indulgence at forefront
Hello Day! Magico, a blend of natural fruit juice and crunchy coconut chunks (nata de coco), debuts in Europe this July, starting at Netto, Kaufland and other leading retailers and distributors. The brand captures the joy of consumption, offering consumers a magical journey with every bite and sip. Currently available in three hero flavours – mango, lychee and coconut – Agus is also developing unique new flavours that are unprecedented in this category. The chewy, springy coconut bits are at the heart of the beverage's appeal, providing unexpected experiences.
Banda added: "In response to the growing trend of indulgence in the food industry, we have developed Hello Day! Magico which provides consumers with a moment of indulgence. According to Mintel Global Food and Drink Trends Report, nearly 40% of consumers prioritise the pleasure of eating. Agus aims to meet these expectations by offering a product that not only tastes great but also delivers a unique sensory experience."
Agus aimed not only to ensure that consumers enjoy the beverage itself but also to deliver emotions at the brand level. This is where persuasive brand communication comes in. The brand positioning concept, naming and visual identity, including logo and packaging design, was developed in collaboration with the famous Italian agency Break Design.
The name Magico comes from the combination of the English words 'magic' and 'coconut,' while in Italian, the word simply means...'magic' [Italian: mà-gi-co]. The star was the perfect symbol. It is very simple yet irregular, and a little diagonal is more dynamic and unique. The colour blue is highly visible and traditionally connected with magic, just imagine wizard Merlin’s cloak. This creative approach encourages consumers to enjoy moments of pleasure and embark on a magical journey.
ESG as market advantage
Hello Day! Magico is also aligned with Agus' commitment to sustainability and social responsibility. The product contains less than 5g/100ml of sugar, making it compliant with health recommendations and minimising sugar tax. Additionally, it is packaged in a fully recyclable 500ml PET bottle with a tethered cap, supporting Agus' ESG goals and promoting environmentally friendly practices.
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