The well-known brand Alpen Gold is famous for its confectionery products, such as chocolate, biscuits, ice cream and sweets. It belongs to Kraft Foods, an American concern that ranks second in the world in terms of production of packaged products. It is an American public company founded back in 1903.
Chocolate "Alpen Gold": basic facts
And although Kraft Foods owns a wide variety of food brands that are distributed around the world, in 1992 it was decided to launch a new project. A special brand Alpen Gold was invented, which was distributed only in some countries, such as Poland, Russia and Ukraine. The literal translation is "alpine gold", but few people know that the chocolate "Alpen Gold" has nothing to do with the Alps. Why is this brand so popular? The answer is simple. When experienced marketers take the case, and the advertising concept is developed very competently, the effect does not have to wait long. Every consumer, seeing such a name, immediately thinks of Switzerland, the Alps, which is why the confidence comes that chocolate "Alpen Gold" is a worthwhile product.
Nobody argues about the fact that Alpine chocolate, made in Switzerland or Austria, is really magnificent. But in fact this company does not have a single factory in these limits, and, therefore, it is not necessary to talk about the delicious taste of chocolate. In addition, the fact that the chocolate "Alpen Gold" is distributed only in the CIS countries, greatly simplifies the task of advertising its fake origin.
Assortment and advertising
Now in the line of this brand you can meet and the chocolate itself, and biscuit biscuits, and ice cream. The advertising campaign works very hard. Photo of chocolate "Alpen Gold" can be found everywhere: from a large banner on the street to advertising in a supermarket. Now, advertisers are intensively trying to introduce it into the elite segment. The strategy of showing luxury, beauty and successful people on the television screen replaced the animated alpine gnomes with gold bags. Of course, this move only increased the total share of those who constantly buy chocolate "Alpen Gold". We can say that this is a very atypical brand. And all because, pretending to be Alpine chocolate, it belongs to the American concern and is sold only in Russia, Ukraine and Kazakhstan. In turn, the composition of chocolate "Alpen Gold" is not distinguished by some special or unique ingredients. Currently, 14 different kinds of this delicacy can be found on the shelves of the store. There are standard varieties of the mentioned chocolate: hazelnuts, hazelnuts and raisins, yoghurt stuffing, dark chocolate and cappuccino. In addition, you can find very unusual combinations: salted almonds and caramel or salted peanuts and crackers. Chocolate is sold in different packages. The most interesting of them is a mini-pack that allows you to carry a chocolate bar with you (you can even put it in your pocket). But a relatively low price attracts more and more consumers.