OREANDA-NEWS. Lebedyansky announces it starts selling  Malysham (For Babies)  children's food nationwide, the company's press service reported. Malysham is a perspective local brand with a history of many years, which will continue to be offered in the most democratic pricing segment but with the improved recipe and modern package design.

Malysham children's food manufactured since 1990 by JSC Progress (Lipetsk) became popular in Ural and the Black Belt area as a local brand.  In order to launch it nationwide, a re-branding program was developed providing clear positioning, development of product and creative strategy, improvement of recipe, re-design and nationwide distribution.Malysham brand remains being positioned in the most economical category the majority of consumers can afford. Due to the recipe improvement, the brand's juices and juice drinks are recommended to children of 3-6 months old, as they had been earlier recommended to children older than 2.  The basis for the design was a creative concept  Children's curiosity. Its central elements are  images of two children, logo Malysham and bright fruits.  Recently, the manufacture of Malysham juices and drinks with the improved recipe and new package started. It is supposed that by the end of the year the share of Malysham brand will grow from 0.5% up to 3% in the children's juices market.