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Food and beverage firm Agus will once again showcase at SIAL Paris, from October 19–23 at the Parc des Expositions de Paris-Nord Villepinte. This edition is extra special, as it provides a great opportunity for a double anniversary celebration and the promotion of its latest beverage indulgence, Hello Day! Magico. The brand’s name has a direct bearing on the sensations that come with each sip and bite.
Celebrate experience, focus on the future
This exhibition is exceptional for Agus, as it coincides with the company’s 25th and SIAL’s 60th anniversary. Jaroslaw Banda, communications director at Agus, emphasised the importance of participating in such an elite event, stating: "It is crucial to be part of such a professional, prestigious environment during SIAL Paris, among key representatives and innovators from different sectors of the food and beverage industry. It's an excellent platform for the exchange of knowledge, experience and inspiration."
The experience and knowledge gained allows Agus to continue growing and planning the future. All of this is happening according to Agus Horizon 2048, which places a strong emphasis on new sales channels, business diversification, mergers and acquisitions and internationalisation. Staying up to date with market trends allows for appropriate adjustments in actions.
In recent years, consumers have shifted their purchasing behaviours, focusing on indulgence, sensory experiences and innovation. According to GlobalData's analysis ‘Sensory and Indulgence – Consumer Trend Sights 2024,’ consumers now aim to achieve specific goals through their purchases: to feel good emotionally, socially and mentally.
Two key factors have influenced this shift: the need to escape from everyday life and a move away from materialism towards gaining new experiences. This is especially visible in Gen Z and millennials. Banda said: "Our company continues its journey of growth and development, remaining dedicated to delivering branded food and beverages. The recent European launch of our new sub-brand Hello Day! Magico is a significant step in this journey, demonstrating our ability to innovate and adapt to global market trends. Magico will be the main star at the company's booth at SIAL Paris 2024, 5C D016."
Agus’ participation in this global event underscores its commitment to staying at the cutting edge of industry developments while celebrating its rich heritage. This includes beverages and snacks, as well as dairy, including its flagship brand Royal Milk.
New dimension of indulgence
As several studies have shown, for many consumers, indulgence is a way to achieve a specific mood or mental state. It gives a lot of inspirations and business opportunities to create new brands and products. This was the case with Hello Day! Magico.
The company aims not only to ensure that consumers enjoy the beverage itself, but also to deliver emotions at the brand level. The name Magico combines English words magic and coconut, symbolised in this context in the star.
The brand's strength lies in its ability to teleport consumers to magical places. These emotional benefits are directly linked to the physical benefits of the drink, such as the indulgent experience of biting into the crunchy coconut cubes (nata de coco) immersed in delicious juice. The brand addresses the need to experience pleasure and unusual flavours.
Innovation in flavours has become a key differentiating factor in today’s market. According to Innova Market Insights, 74% of global consumers enjoy trying new flavours. Exotic and unconventional combinations, such as yuzu, are especially popular. Additionally, a recent survey by Flavor & Fragrance Specialties found that 68% of consumers are more likely to purchase products with unique flavor profiles.
Hello Day! Magico is currently available in three hero flavours (mango, lychee and coconut) and two wow flavours (yuzu and mojito). Agus is also developing other unique flavours and a completely new line that is unprecedented in this category.
"Developing a storytelling brand is a game-changer in worldwide distribution, significantly facilitating its market introduction," Banda added. "This summer, Agus has successfully placed it on the European shelves at Netto (Salling Group), Intermarché, Jeronimo Martins, Maxima and other leading retailers and distributors. It has also managed to create attention and continue business discussions with different types of retailers worldwide. Expect magic on the shelves."
Straight from traditional grocery market
In addition, Hello Day! represents delicious yet healthy and simple beverages and snacks. Inspired by American farmer’s market and French le marché, the brand's visual identity features colourful awnings that naturally evoke the idea of traditional grocery market offering food directly from farmers. According to the brand slogan, 'Hello Day! Change Your Life!,' Agus wants to support consumers in changing the way they eat, live, look at the world and think about ecology.
Hello Day! Smoothie is a filling, liquid snack in a bottle. It consists of natural, non-concentrated purees, fruit juices and coconut cream, without low-cost fillers. It is a shelf-stable beverage with long 12-month shelf life. Available in three flavours – passion fruit, pineapple and mango – these smoothies are packaged in recyclable bottles, aligning with Agus' commitment to sustainability. The product is suitable for vegans, as confirmed by the V-Label International certification.
The Hello Day! Honey Nut Bars contain roasted, high-quality nuts and 20% natural blossom honey. Offered in flavours like sea salt, cranberry and dark chocolate, these bars provide a perfect, crunchy snack for those seeking a quick, nutritious treat during the day.
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