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Corporate Perfetti Van Melle

Perfetti Van Melle was established in March 2001 through the merger of Perfetti SpA and Van Melle N.V. However the two companies had been cooperating in a number of countries since 1979.

 

Later in 1991 common interests led Perfetti to acquire a 37% share in Van Melle. This was only the first step in a partnership that was to prove profitable from the outset. Growing even stronger until in January 2001 Perfetti bought Van Melle’s entire shareholding. In July 2006 PVM acquired 100% of Chupa Chups. a family owned Spanish Group famous all over the world for its well-loved Chupa Chups and Smint brands. This further acquisition reinforced the leadership position of the Group in the confectionery market. Expanding its sales potential in mature and developing markets.
 



In the following pages you can learn about the single histories of the Group’s three founding companies. All family-owned : Perfetti. Van Melle and Chupa Chups.

PERFETTI HISTORY
The story of this large company began in Lainate, a township just outside Milan, in 1946. It was here that the two Perfetti brothers. Ambrogio and Egidio, founded the Dolcificio Lombardo.


In the mid 1950’s the two brothers had the inspiration that led to their company’s first and decisive qualitative leap forward: the production and launch of chewing gum, the legendary American product that was introduced into Italy by allied soldiers.

This decision marked the arrival of the first chewing gum entirely made in Italy : “Brooklyn”, known everywhere as “ la gomma del ponte”. The chewing gum of the bridge.An authentic cultural icon, the Brooklyn legend lives on today.

1968 market another milestone in the company’s development:

The creation of Gum Base. A business that immediately became an indispensable strategic asset for the Production of gum base. The raw material for chewing gum. Today Gum Base is one of the top international gum base producers, supplying all the Group’s companies as well as many other confectionery producers.

The 1970’s witnessed the launch of brands that were to become favourites with consumers around the world:
Big Babol, Morositas, Vigosol, Happydent, Vivident and Alpenliebe.

Since then Perfetti has innovatior policy that inspires company to offer new products and brands every year.

Special attention to consumers and acute awareness of market trends have always been the hallmark of the company’s activities.

The ability to anticipate consumer demands and trends has played a vital role in the success of Perfetti launched an aggressive policy of commercial expansion to accompany its strategy of constant innovation. In Italy. The acquisition of large players in the sector, such as Caremoli (Owners of the Golia brand)  Gelco and La Giulia. Allowed Perfetti to extend its range even further into all market sectors.

The acquisition of Frisk ushered the company into the mini mint tablet sector and ensured a presence on the Japanese market.

Encouraged by its leadership in the domestic market. The company launched an impressive process of international expansion, opening new production facilities and distribution units on five continents – from Greece and Turkey in the Mediterrean area. To the emerging market in Brazil in 1999.


VAN MELLE HISTORY

The story began in 1990 in Breskens, where Izaak Van Melle started converting the bakery founded 60 year earlier by his grandfather into a small confectionery factory. It only took him a few years to transform the small family concern into a thriving company.


Towards the end of the Second World War the Breskens factory was destroyed, and the company was forced to move to Rotterdam. After a few months of settling in, it was business as usual. The famous Mentos and Fruittella brands began to grow in volume and distribution. It was at time that modern stick and roll formats appeared. The company expanded rapidly, spreading around the globe.


The company focused on the qualitative.Improvement of its products and adopted a strategy  for international expansion based on its expertise in “ supplying superior quality products to quality markets”. Several European countries ( France, Belgium and Germany ) soon became the setting for commercial units, supplied by the Rotterdam factory, created an efficient distribution network. In just a few years. Van Melle would succeed in talking the freshness and taste of its unmistakeable brands to the most remote corners of the earth. In the 1980’s. Van Melle decided to relocate its main factory to Breda, where the greater space allowed its productive acpacity to increase. Immediately afterwards the company broadened its product range. Orientating its interest towards candies for children through the acquisition of large companies, such as Gebr. Verdujin. Look-o-Look and Peco.

It was also during this period that Van Melle started its far-reaching international expansion by opening commercial units and factories in Brazil, the USA Thailand. Indonesia and the Philippines. Its growth in other international markets continued throughout the 1990’s with the opening of the eastern European borders. During this time the company set up commercial facilities across the whole region and built a production unit in Poland. In the late nineties Van Melle set its sights on the emerging Asian market. Where it once again displayed remarkable operational foresight . As well as creating commercial units, the company also set up large-scale production facilities in Indonesia. China and India. To improve its home market position Van Melle acquired Klene, a Dutch company famous for its liquorice qroducts.

CHUPA CHUPS HISTORY

Chupa Chups® loliipops have been sweetening the lives of millions since 1958. but the real beginnings of the world’s best-loved lollipop trace back in the mid 19 th century. When Losep Bernat, the grandfather of the founder of the Chupa Chups® Group. Opened a small sweet factory in Barcelona.


The business was destroyed during the Spanish civil war. But the art of candy making survived and was passed down through the generations. In 1950, one of Josep Bernat’s grandsons, Enric, opened his own small confectionery factory and business boomed. Later he took the control of a food and confectionery company. Granja Asturias S.A, producing over 200 products.

The first name of the lollipop was GOL. Spanish for “ goal”. Due to the lollipop’s resemblance to a football. But Enric Bernat was not totally convinced with this name and decided to change the name into “CHUPS”. Later the name was changed into Chupa Chups®”. As young consumers, singing the song created to advertise the lollipops, began asking for Chupa Chups ( Spanish world for Lick a Chups ) instead of the actual “Chups®”

The Chupa Chups® brand name was finally registered in 1962 and in 1964 the company adopted the same name. Changing from Granja Asturias S.A. to Chupa Chups, S.A.


As the product kept developing and expanding into markets all over the world. It needed a more universal design. So one day in 1969 Enric Bernat travelled to Figueras, 150km north of barcelona, in order to pay a visit to the world famous Salvador Dali.
Over lunch and in less than one hours this great artist sketched out on a piece of newspaper what was to be the basis of the Chupa Chups® logo still in existence today. The brand name was centered in the middle of a simple and attractive design based on a daisy


In the 60s Enric Bernat created a strong distribution network in Spain: an immense fleet of 600 Seat cars were used to distribute the Chupa Chups® lollipops among 300.000 outlets all around the country.
Every one of these cars was decorated with the Chupa Chups® design so that people could recognise them in the streets and also simply advertise the product.

Innovation in technology has always been a strong feature of the Chupa Chups® group.

Enric Bernat decided to manufacture his own machinery to produce his products and, since the first production lines were put in motion, this machinery has been updated and renewed to ensure the highest standards are consistently met. Nowadays a huge percentage of Chupa Chups® lollipops still manufactured using the most up-to-date technology at the main plant in San Esteve Sesrovires near Barcelona. With the introduction of SMINT® in 1994 and Cremosa® in 2003, in addition to the well loved traditional lollipops, the Chupa Chups® has enlarged its product portfolio to meet the increasingly demanding needs of its adult and health consicious consumers.

 

 

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