Total 625 words used.
Sarelle is one of the brands of the Sagra Group, with a history dating back to 1936. In the FMCG sector, the company brings together brands such as Sarelle, Tadelle, and Gol with consumers. In 2021, it became a part of the OYAK Group.
The wafer market in Turkey, specifically the chocolate-coated segment is 61,000 tons and is worth TRY5,000,000,000. In this competitive market, there are over 200 products from local brands like Ülker and global brands like Nestlé, in different price segments. Sarelle Gofret (wafer), which launched in 2010, is positioned as a value-added product in the market. This product offers a unique taste experience with its cream filling between two crispy wafers and also provides consumers a fun experience with a differentiated form within the category.
According to a study by Ipsos in 2010, Sarelle Gofret was evaluated to be "fun-to-eat," "delicious," and "crispy."
Sarelle Gofret launched in three varieties to meet the preferences of consumers: milk chocolate, bitter chocolate, and hazelnut cream-filled. The brand promises to bring together the unique form of Sarelle Gofret with consumers who enjoy the taste of wafers but also can't resist chocolate. With its hazelnut filling, crispiness, chocolate coating, and taste, Sarelle Gofret has received an 85% approval rate, and it has been found to be unique (IPSOS Chocolate Packaging & Product Testing 2010 n:304). Furthermore, due to its distinctive characteristics, 50% of consumers perceive it as a wafer while 50% reckon as chocolate. In other words, Sarelle Gofret can be defined as both a wafer and chocolate, which makes it an ideal product for those who find the chocolate taste too heavy and those who find the wafer taste too light. It has more competitive price than its competitors in the chocolate category while containing a superior chocolate content compared to competitors in the wafer category. The product is consumed year-round, especially during the summer, its cream filling, which provides a refreshing experience when refrigerated, offers consumers a unique sensation.
When Sarelle Gofret was introduced to the market and achieved a 41% share of the wafer group sales, it was decided to offer consumers differentiated taste experiences. Based on this, the hype flavors, having an inclination towards fruitier tastes, was examined via research.
When looking at beloved flavors globally and in Turkey, it’s been observed that coconut-flavored products has an increasing trend. According to a report published by Fortune Business Insights regarding the coconut milk market, it is projected to grow at a Compound Annual Growth Rate by 12% between 2011-2028. (https://www.fortunebusinessinsights.com/coconut-milk-market-105439 ). As of January’22, as taken into consideration of Google search trends in Turkey, it can be claimed that the word “coconut” has been searched for three times more than “peanut”. Additionally, based on the "2021 Future of Confectionery CMI" data, 62% of consumers find coconut as "attractive". Furthermore, 75% of consumers have stated that they would like to try to consume new products which make them excited (Source: https://www.chocolate-academy.com/en-US/inspiration/trends/building-winning-assortment; 2019 Barry Callebaut® proprietary study).
Based on the information provided, Sarelle made the decision to expand its Sarelle Gofret portfolio with a coconut-flavored variety with the vision of offering consumers different taste experiences. The launch of Sarelle Coconut Gofret took place in October’22. In internal panels, the product received a full approval rate of 90% from consumers. After introducing the market, it has achieved its sales target by 113% just in the first year. Within the Turkish market, Sarelle Coconut consists of 20% share among Sarelle Gofrets, surpassing the long-standing Bitter and achieving half the share of the category's flagship, Milk Chocolate Gofret. According to Nielsen August’23 Panel data, Sarelle Coconut became #2 among existing coconut-flavored wafers in the Turkish market.
Nomination Title: Sarelle Coconut Gofret
