January 19, 2010

Toddy Organico - our first organic product

Later on today, after a 12-month development process, we will be launching a fantastic new product our marketing team is very proud of: Toddy Organic - PepsiCo Brazil's very first organic product.

The launch will take place at a press event organized by WalMart Brazil where nine sustainable innovations from nine different manufacturers will be revealed.

This initiative is part of our corporate strategy of developing products that contribute to a better tomorrow but still provide a great-tasting product experience. We are very proud of Toddy Organic in a number of ways. Following the global trend towards clean labels, Toddy Organic is made with only five ingredients: organic cocoa, organic sugar, malt extract, sugar and soy lecithin. The organic cocoa and organic sugar are both cultivated with absolutely no pesticides, only natural fertilizers. Labels are made with recycled material partially made from paper collected from our own offices. Certification of the entire process, from seed to shelf, is carried out by IBD-Instituto Biodinâmico.

The organic cocoa comes from farms in the beautiful region of Ilhéus, in the State of Bahia - by Barry Callebaut. This project is particularly special when you take into consideration that cocoa, like sugarcane and coffee, are an integral part of the history and culture of this country.

Toddy is one of our fastest growing brands and has been a part of the Brazilian breakfast for the past 76 years. We're hoping Toddy Organic will appeal to moms and a generation of young consumers who are concerned with the world they live in.... but can't live without their daily Toddy.


Eris Oliveira said...

Olá Ricardo, tomei a liberdade de replicar seu post no Promovendo.vc - segue o link http://promovendo.vc/2010/01/toddy-organico-primeiro-produto-organico-de-brasil/

Grande Abraço

Christian said...

Ricardo, sensacional, parabéns a você e ao time, e à empresa em apostar em projetos únicos, na tendência, mas com algum grau de complexidade por envolver 100% da cadeia produtiva. É um dos primeiros produtos "de massa" que vejo com o selo ORGÂNICO. O rótulo está bem "fresh" e vou experimentar o produto. Um abraço, Christian

Erika Santos said...

This is exciting news. Congratulations on what seems to be a promising launch.
I've lived outside of the Brazil for the past 14 years so am a bit out of touch with the market. I am wondering if this organic initiative was a reaction to a demand for organic products or if its the company taking initiative to make the population conscious of a product that is better for themselves and the earth. I would appreciate your insight. Thanks!

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