"Expanding horizons": DIADAR-owned brand #PPP started exporting to Kazakhstan and China

Manufacturer of healthy food products "DIADAR" in 2019 began exporting its own products to Kazakhstan under the brand name #PPP. The company has been a reliable distributor of sugar-free products for many retail chains and local distributors in Kazakhstan for more than twenty years. Stable supply, reasonable prices and high quality of goods are the three main rules that the company follows when working with partners both in the Russian market and abroad.

"At the moment #PPP products are widely represented throughout Russia. At the same time, we are actively developing our export business. Products of #PP trademark are also widely represented in Kazakhstan - in April 2019 the first batch of oat bars, muesli bars and jams of #PPP trademark was shipped for export to Kazakhstan. Now consumers of the neighboring country can appreciate the high quality, bright taste and balanced composition of products already loved in Russia", - said the founder and CEO of DIADAR Group Alexey Khlestov.

The first bar of the #PPP brand came off the assembly line in December 2018. #PPP is the first brand of products for healthy and proper nutrition with a well-thought-out composition: without the use of artificial colors, flavors and preservatives, with a balanced ratio of calories, proteins, fats and carbohydrates (CFC). The products use an alternative sweetener - natural sweeteners with low glycemic index (isomaltitol, erythritol, sucralose). That's why #PPP bars are suitable for diabetics, athletes and anyone who monitors their diet.

Also, #PPP is the first HVA brand aimed at social media users. On the brand's Instagram page, as well as through bloggers, there is active communication directly with consumers. Subscribers are told about the basic principles of good nutrition, sugar substitutes and supplements, instilling in users a culture of healthy lifestyle and proper balanced nutrition. The company strives to ensure that consumers not only adhere to good nutrition, but also understand the compositions and know how to diversify a healthy diet with bright flavors.

Despite the fact that the brand is relatively new on the market, we can say with certainty that the #PPP products have found their consumer.

Export to China

At the end of 2019, the first batch of #PPP brand bars was shipped to the People's Republic of China (PRC). People of the People's Republic of China liked granola bars that have familiar to Asian consumers and exotic for us tastes of mango, litchi, melon; as well as nut bars - sources of useful micro and macronutrients, omega-3 polyunsaturated fatty acids and vitamin E. In addition, Chinese consumers appreciated the modern and colorful packaging design.

At the same time, in March 2020, a project was launched to promote the #PPP brand in some regions of China. For this purpose, live broadcasts with famous bloggers promoting healthy lifestyle and good nutrition were organised and held.

Live broadcasts with blogger Lily were held on Taobao platform, during which several packs of DIADAR products were sold. More than 6 thousand viewers watched the broadcast. Due to the popularity of the past review of products of the Russian brand #PP, another broadcast was held on the next day, the result of which was more than 7 thousand views by new users, as well as the sale of bars of the brand #PPP during the live broadcast.

One of the requests of the viewers of the live broadcasts was to evaluate the products for taste. In this regard, the company organized tastings in Heihe city shops, where residents could share their opinion about the products of the #PPP brand.

According to the results of the project to promote the Russian brand of healthy food products in China, the company evaluated the detailed opinions of buyers in order to further improve and adapt the product for the Asian consumer. In particular, among the conclusions the company made: Chinese consumers liked the products, the bars in most cases were rated as nutritious and sufficiently sweet. However, some of the items were found by some tasters to be too sweet for a health food product, and the bars with nuts were rated highly, but were sometimes rated as too tough.

Chinese consumers also praised the brand's product packaging, especially its rich and colourful design.

"The customers' detailed evaluation allowed us to understand how to refine the products to meet the taste of East Asians. When developing exports, we will analyze the results of tastings and take into account the data obtained to develop products specifically for the Asian market", - concluded the founder and CEO of DIADAR Group Aleksey Khlestov.