Brazil: J Macedo releases new line in partnership with Buddy Valastro

Brazilian food manufacturer J Macedo has announced an investment of R$30 million ($9.2 million) to launch new products and revamp the packaging of existing products under the Dona Benta brand through a partnership with celebrity chef Buddy Valastro.

According to Meio & Mensagem, J Macedo will launch a Dona Benta Delicias (‘Delicacies’) line featuring the varieties of Chocolate, Chocolate with Hazelnuts, Black Forest Gateau and Brownie. Meanwhile the Dona Bento Chocolatissimo line will be renamed Special Recipes and will be expanded to include a new Chocolate Petit Gateau option. In addition, around 40 Dona Benta products will have new packaging, in order to convey a feeling of ‘warmth’ and promote greater visibility at point of sale.

Commenting on the partnership, Bárbara Miranda, sales director at J. Macedo, said: “Buddy has really endeared himself to the public: he’s like one of us. So we are very excited to have him as a partner. We will use Buddy’s image on our lines of added value products, in our marketing campaigns and on our social networks”.

The new and revamped lines are being made available from August.

Source: Meio & Mensagem