Dec 27, 2010

Lemon Square cup cake maker seeks larger market share

BusinessWorld  Posted at 12/27/2010 1:31 AM | Updated as of 12/27/2010 1:31 AM

MANILA, Philippines - The producer of Lemon Square cup cakes wants to increase its local market share by entering the “healthy snacks” category, an official said.

Big E Food Corp. is looking at gaining a foothold into the still developing market while strengthening its distribution lines.

“We intend to expand our share in the local market primarily in the snacks and move into other market categories,” Luisito V. Castro, operations director of Big E, said in an interview.

“Right now, we think we are still a strong number two,” Mr. Castro said, adding that the company wants to be the top maker of prepared cakes in the country.

Lemon Square cakes include cookies, snack cakes, chocolate snacks, breads and pastries, and special cakes and rolls. “We will move into a more healthy type of snack, which we will develop over time. We like to be there early as it is developing,” Mr. Castro said.

The company has already launched its Power Pops cereal bar. To date, Big E Foods is booking a little less than P1 billion in sales.

“Over the last eight years, double-digit growth has always been our target. Over the next five years, that will still be the target,” Mr. Castro said.

“In the provinces we are still in the early point in our distribution development,” he added.

The bulk of sales of Big E Foods, which has a plant in Bulacan, is accounted for by Metro Manila.

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