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A aposta no aumento da demanda por alimentos saudáveis no Brasil levou a Tirol, com sede em Treze Tílias, no meio-oeste catarinense, a lançar uma linha de sucos probióticos feitos à base de soro de leite. A empresa vai oferecer a bebida ao mercado em embalagens de 1 litro nos sabores maracujá e laranja.
Segundo Schirlei Osmarini, responsável pelo marketing da companhia, a ideia é sentir a resposta dos consumidores pelo produto, mais disseminado na Europa, para depois ampliar a linha.
A novidade vai disputar espaço com os sucos à base de soja, um negócio que vem crescendo em ritmo acelerado nos últimos tempos no país. Segundo pesquisa da Nielsen, o segmento de bebidas à base de soja cresceu 22,2% em valor de vendas na comparação entre 2010 e 2009. No mesmo período, o volume registrou um incremento de 19,4%.
Segundo Schirlei, o suco probiótico tem vantagem porque contribui para a prevenção de doenças. O produto contém organismos vivos que, istrados em quantidades adequadas, auxiliam a digestão.
A Tirol, tradicional empresa do rama de laticínios, tem investido na diversificação do seu mix de produtos com maior valor agregado. Conforme Schirlei, são 140 itens entre queijos, creme de leite, requeijão, doce de leite, iogurte, leite pasteurizado e leite em pó. O carro-chefe é o leite UHT, com produção de 800 mil litros por dia. A Tirol processa cerca de 1,7 milhão de litros por leite diariamente em suas unidades em Treze Tílias e Chapecó, o que a coloca entre as cinco maiores do segmento no país.
Com os lançamentos, a previsão da empresa é crescer 10% em 2011 sobre 2010. A previsão da Associação Brasileira de Produtores de Leite (Leite Brasil) é que o mercado cresça 5% este ano.
A Tirol mantém o foco de atuação no Sul e Sudeste, à exceção do Rio Grande do Sul que responde por menos de 1% das vendas da companhia. No Nordeste, a Tirol está presente apenas com o leite em pó.
A matéria é de Júlia Pitthan, publicada no jornal Valor Econômico, resumida e adaptada pela Equipe MilkPoint.
