• Panrico has invested 35 million euros in technology and promotion for the relaunch of the whole range of Donuts® family products.
  
  
• The new individual packs now allow consumers to enjoy the whole fresh and soft taste of Donuts® as they have always been at home too.
  
  
• Donuts®, a brand owned by Panrico that has been operating it for over 40 years, has now been recognised by several organisations as a high-awareness brand in Spain.

Madrid, 17 March 2009

Panrico, leader on the bakery and sandwich loaf market in Spain and Portugal, has relaunched its whole range of Donuts® family products. One of the main new features is the use of a new pack with which Donuts® can be kept fresh and soft the whole week. Panrico investment both in technology and promotional aspects in this relaunch amounts to virtually 35 million euros. Donuts®, a brand owned by Panrico that has been operating it for over 40 years, has been recognised by several organisations as a high-awareness brand in Spain.

The new presentation and packaging of Donuts® family products, in all their varieties and formats, are now available to consumers at different points of sale at the same price: Donuts® Classic, Bombón, Bombón Blanco and Donuts® Mini Glace, Mini Bombón, Mini Blanco, Mini Max Cacao and Mini Max Crema.

The preparation and new packaging of Donuts® products is performed at five of Panrico’s production plants: Paracuellos del Jarama (Madrid), Santa Perpètua de Mogoda (Barcelona), Seville, Valladolid and Murcia, from where they are distributed to over 135,000 regular points of sale.

360º promotion campaign
Panrico has designed a fun advertising campaign for this relaunch, with 360º initiatives that start with the broadcast on television of two different advertisements; one for Donuts® and the other for Donuts® Mini, both featuring the popular charismatic actor Santi Millán in the lead role.

The promotional actions will be run throughout Spain. “Panrico wishes to convey the freshness and softness of its product by distributing hugs because … what is softer than a Donuts? A hug!”, states Ignacio Silva, the company’s commercial director.

Joan Cornudella, Panrico CEO, concludes that “with the relaunch of Donuts®, in which we have invested 35 million euros, we have wished to meet the needs of consumers who, thanks to the use of new packaging technologies, may enjoy the whole fresh and soft taste of the product throughout the week. We added all the advantages of new technologies and the company’s constant commitment to innovation to the strength and values of our brands and to our distribution network.”

Santi Millán, the image of Donuts again
The popular actor, Santi Millán, is once again the image of the Donuts® family, which is now fresher and softer than ever. The actor has recently finished filming two new advertisements for Panrico, which will start being shown on television on 20 March.

For Ignacio Silva, Panrico’s commercial director “Santi fits in perfectly with the image of a leading, innovative and modern brand of Donuts® we wish to convey: he is a fun, easy-going and amenable guy. In previous campaigns, we were very satisfied with the result and that’s why we’re continuing along the same lines this time”.

Panrico is the leading Spanish company on the bakery and sandwich loaf market in Spain and Portugal. Its leadership is based on two very solid differential elements: its brands and its capacity for innovation and distribution. Panrico has 12 factories in Spain and Portugal with a workforce of over 6,000 people. The company was acquired in 2005 by Apax Partners, which established a project based on professionalisation, growth and profitability. In 2007, Panrico turnover amounted to almost 600 million euros, which represented a growth of 4.7% on the previous year.

In 2008 Panrico entered the biscuit market in Spain with the acquisition both of Artiach and its emblematic brands, and the Orozko plant in Vizcaya. For generations, the Artiach brand, the history of which dates back of over 100 years, has been part of the Spanish diet. In 2007, Artiach turnover amounted to 70 million euros and it had a market share of 12 per cent. Most Artiach brands –Chiquilín, Marbú Dorada, Artinata, Filipinos, Dinosaurus- are made at the Orozko plant.

Donuts®, a brand owned by Panrico that has been operating it for over 40 years, has now been recognised by several organisations as a high-awareness brand in Spain. The registrations owned by Panrico include No. 399563 DONUT® and No. 643273 DONUTS® (graph), and No. 1288926 DOGHNUTS®, awarded by the Spanish Office and Patents and Brands in 1962, 1971 and 1988, respectively.