Chio sees new chips as sales boosters

Faced with serious competition and sales determined to stand still, the Chio chips maker early this year decided it needed to launch an aggressive campaign, as well as new products. “We were not going up anymore so that we had to do something to resume growth,” said Cristian Rey, manager of Intersnack Romania, which makes the Chio chips. Intersnack Romania, the Romanian branch of the German company under the same name, carried out a relaunch campaign throughout February-April this year. Rey did not go into details about the investments in this campaign, merely saying they had been “quite large.” The campaign included the launch of a new chips flavour, Smokey Bacon, and of a new type of chips, Rustica. “Rustica is that type of chips that reminds of tradition, it is closer to something home-made,” he said. Intersnack also increased its number of employees from 140 at the end of last year to approximately 200 in the same period of time. “We added more vehicles to our vehicle stock and opened new territories, which we are handling ourselves. I mean the southern part of Romania, where are now taking care of distribution directly,” Rey added. ZF