Damm and Cobega aim to re-float this Catalan chocolate drink by opening up new markets in Europe and northern Africa
acaolat, the classical chocolate drink, is now being sold in countries like Cyprus, Malta and Sweden. The companies that are now in charge of production, after acquiring the brand in bankruptcy proceedings, Damm and Cobega, have launched an expansion plan to bring the emblematic Catalan chocolate drink, the first of its kind in the world, to the rest of Spain, as well as various European countries. Cacaolat is currently distributed in Galicia, the Balearic Islands, the Valencian Community, Aragon and Andalusia, but the group, which has created a specific exports department, hopes to bring it to all of the autonomous communities, as well as European countries where they already have trade deals through their other brands. CEO of the company Francesc Lluch, at the inauguration of the new plant in the former Damm factory in Santa Coloma de Gramenet where Cacaolat is now manufactured, recognised that they are trying to take advantage of “some of their contacts in order to externalise the Cacaolat brand through some of Damm and Cobega’s partners,” and gave their interest in northern Africa as an example. “We want to focus on emerging countries with potential for growth and we could reach a trade agreement in the future in Africa.”
Leading the Catalan market
In Catalonia, Cacaolat already leads the market with 55.4% of the market share and the factory in Santa Coloma already receiving and processing 150,000 litres of milk each day. The new company, which has invested 130 million euros in the new brand, aims to increase production to 200,000 litres per day in 2014. The Cacaolat group expects to close out 2013 with net revenue of 45 million euros. The rebirth of Cacaolat coincides with its 80th anniversary. The drink was patented in 1931 by Joan Viader Roger, a milk impresario from Cardedeu (Vallès Oriental) and was launched at the 1933 Barcelona Trade Fair.